Johnny Walker
Johnny Walker
Creative Direction Project
Creative Direction Project
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Project Overview
Johnnie Walker launched Black Ruby Blackberry & Soda through a curated event in Sydney, positioning the product within a more contemporary, culture-led setting. Held at Chin Chin, the event brought together creators, media, artists, and cultural tastemakers within a music-driven environment designed to reflect the flavour and energy of the release.
The objective of content production was to capture the launch in a way that aligned with both the product and the broader brand direction.
Johnnie Walker launched Black Ruby Blackberry & Soda through a curated event in Sydney, positioning the product within a more contemporary, culture-led setting. Held at Chin Chin, the event brought together creators, media, artists, and cultural tastemakers within a music-driven environment designed to reflect the flavour and energy of the release.
The objective of content production was to capture the launch in a way that aligned with both the product and the broader brand direction.
Challenges
In collaboration with Thrive PR, the focus was on balancing brand presence with social relevance.
Influencer and creator engagement was a central part of the event, so content needed to support that social momentum while still maintaining a premium and cohesive brand feel. It was important to capture product, people, and atmosphere as part of one experience rather than allowing any one element to dominate the story.
In collaboration with Thrive PR, the focus was on balancing brand presence with social relevance.
Influencer and creator engagement was a central part of the event, so content needed to support that social momentum while still maintaining a premium and cohesive brand feel. It was important to capture product, people, and atmosphere as part of one experience rather than allowing any one element to dominate the story.
Conclusion
Content direction focused on translating the energy of the event into a polished social asset base.
Visual output prioritised atmosphere, interaction, and key guest moments, while ensuring the product remained embedded within the experience. This allowed the content to feel socially native and culturally current, while still reflecting the premium standards of the brand.
The result was a clear and considered representation of the launch, capturing both the brand environment and the social energy that drove the event.
Content direction focused on translating the energy of the event into a polished social asset base.
Visual output prioritised atmosphere, interaction, and key guest moments, while ensuring the product remained embedded within the experience. This allowed the content to feel socially native and culturally current, while still reflecting the premium standards of the brand.
The result was a clear and considered representation of the launch, capturing both the brand environment and the social energy that drove the event.
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