Southern Comfort
Art direction, print design + digital design
Role: Art direction, lead designer
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Agency: Kemosabe
Credit: Jason Ngai , Tal Silverman
Lead design and art direction for campaigns, and event collateral for Southern Comfort.
Often with a quick turnaround, these campaigns were produced to coincide with the release of their end-of-year cinema advert and the launch of their new ready-to-drink (RTD) lemonade and lime cans.
All projects had a large OOH presence, including website takeovers, digital banners, live event assets, and outdoor/digital billboards.
Vote Lemon and Lime
When Southern Comfort moved into the spring leg of their annual marketing calendar, the focus was on their ready-to-drink cans.
For some light-hearted relief from the UK's numerous elections, we decided to create our own CANpaign. Fully unified across OOH, print, digital, and live events, we created 'The Southern Welcome Party'.
The nationwide campaign saw us create over 1000+ assets and deliver over 27,000 cans to audiences up and down the country. A thorough digital strategy ran alongside the campaign which involved a full website take over, paid social media and in-store digital promotion videos.
The art direction drew from gritty activist posters made famous by Shepard Fairey. We tried to create a balance of eye catching visuals that worked as impactful campaign posters, and remained accessible for their target audience.
Product shots were photographed by still-life wizard Tal Silverman.
Spirit of New Orleans
With only exported stills from video content to work with, the ‘Spirit of New Orleans’ campaign draws comparisons from the daily mundane to the exotic world of New Orleans.
We were asked to develop a festive campaign for Southern Comfort to run along side their international brand video. Using only stills from the video I selected and composed scenes that allowed the public to imagine themselves transported to New Orleans. The through-the-line campaign consisted of national cinema adverts, OOH posters, tube panels, and sampling events.
