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Creative Direction
I am highly intentional with the creative choices I make, and when establishing the initial creative direction and concept of a project. I dive into the history of the subject in question--like the first campaign highlighted below for Boochcraft's Coconut Mamaki release; Researching the ingredients, looking into the history of coconut in alcoholic beverages, and learning about the collaborator, Maui Brewing, lead me to create a launch campaign inspired by the midcentury tiki-leisure trend at it's core.
The following four campaigns each fell into a different time period, together all positioning Boochcraft as both a playful brand, as well as timeless one, accessible and enjoyable across styles and generations.
Creative Direction: Text
Credits
External Creators
Creative Direction: List
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