Singani 63
The brainchild of acclaimed director Steven Soderbergh, this clear 80-proof spirit is distilled from the Muscatel grapes of Alexandria and is the national drink of Bolivia. Steven fell in love with this highly mixable (and potent) drink while shooting CHE. He spent 7 years getting the rights to import Singani for the very first time in history into the US. I had the great opportunity to lead the concept, creative direction, design, and strategy of the US launch with Steven as my creative partner and copywriter.

Without a budget for advertising, the often overlooked sales and collateral materials are where we had a lot of fun. We made use of underutilized spaces to add elements of surprise through witty, laugh-out-loud copy and unexpected design choices making the brand stand out where it initially needed to—in the hands of those who would distribute, stock, and sell our booze. Those in this industry know that shelf space is at a premium. Standing out is a must and if it has to be done through a sales sheet, then let it be the best damn sales sheet they will ever come across. We created POS and event signage + materials such as coasters, shelf-talkers, sell sheets, industry editorial inserts, print ads, bottle neckers, movie placements, social media and a brand website.