Paid + Organic Social x Creative Director

Martell had content gaps across three fronts: activation promotion, an evolving cocktail strategy, and everyday brand relevance. Instead of building broad assets to cover every need, I directed a distinct creative solution for each.

For activations, I used pilot event imagery to capture their energy and immersiveness, drawing industry consumers in before they'd even attended. For cocktail videos, I directed a visual continuity with those activations, extending the in-person energy into everyday content. For stills, I repositioned the brand into evergreen, at-home moments that felt culturally relevant and approachable.

The result was strong engagement and attendance across activation assets, seamless brand consistency between online and in-person experiences, and a more approachable brand presence for everyday occasions.

Martell