Shellback Rum
In Good Company Campaign Art Direction
Shellback was a designation given to sailors who cross the equator. My mission was to bring this historic rum to life with a vibrant visual campaign that connects the past to the present.
People that look like us
I envisioned representation as a priority as we cast for two sets of models. Our main audience was millennial men, so it was more important for the model aesthetics to embody elements of approachability and comradery.
Hitting the Spot
The location we chose provided elements of modern and vintage, and additional prop selections were brought in for visual appeal and historical accuracy. The models had great chemistry, which shined through in the selects.
Standing Out
This photography worked beautifully with our hand-type and classic fonts for a robust campaign featured on the website, cornhole boards, flat screens, giveaways, events, OOH, social, print and digital advertisements.
Meet the Team
ART DIRECTOR: Michelle Leclerc (Me, pictured!)
PHOTOGRAPHER: Lou Mora
PRODUCER: Christine Kantner
VIDEOGRAPHER: Brian Morrow
WARDROBE STYLIST: Lizzie Curtis
GROOMER: Melinda Steele
COPYWRITER: Simon Steinhardt
