Lead Design, Art Direction, and Concept Collaborator for the launch of Absolut Grapefruit.
Executed creative design direction of the key visual that would create awareness,
consideration and conversion in the on and off premise.
Built a variety of scalable, modular displays to optimize channel relevancy and create stopping power in-store, educating shoppers throughout their journey. The on premise approach focused in on Absolut Grapefruit’s broad consumer appeal, versatility for cocktails, and refreshing, deliciously sweet flavor.
The cocktail strategy reinforces the product claims and brand transparency platform “Nothing to Hide,” by using simple ingredients to create refreshing drinks.
Additional skill sets utilized for this campaign included photoshoot art direction, retouching and production direction.
VP Creative Director: Peter Unger
Creative Director: Cara Gagne
Senior Art Director: Sergio A. Bello
Associate Art Director: Amy Glasser
Copy Writer: Tom Corbett
Production Team: Cary Pollick & John Witmer
Photography: Jens Johnson Photography & Motion www.jensjohnson.com
Absolut Grapefruit – Case Card & Key Visual
Absolut Grapefruit – Digital Billboard
Absolut Grapefruit – Absolut Portfolio Trial Pack
Absolut Grapefruit – Digital Banners
Absolut Grapefruit – In Store Pole Topper Display with Case Talkers, Price Lug-On’s
Absolut Grapefruit – In Store 6′ Wow Display
Absolut Grapefruit – On-Premise Table Tent
Absolut Grapefruit – In-Store Dimensional Pole Topper
Absolut Grapefruit – On-Premise Coaster
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