Project Overview
We were engaged to cover the launch of Johnnie Walker Black Ruby Blackberry & Soda, a new ready-to-drink whisky spritz introduced to the Australian market.
The event brought together creators, media, artists, and cultural tastemakers to celebrate the product’s debut, designed as a modern, social-first drink that sets the tone for the night.
The objective was clear.
Create creator-led content that positioned the product not just as a drink, but as an experience people wanted to be part of.
Challenges
The focus was on translating a physical event into digital desire.
This wasn’t just about documenting attendance. It required capturing the energy, flavour, and intention behind the product in a way that felt aspirational and native to social platforms.
The environment was fast-moving and talent-heavy, with creators actively producing content in real time. The challenge became how to work alongside them, not around them.
Content needed to feel organic, but still intentional.
Product-led, but never forced.
Photo Gallery
Conclusion
The approach leaned into creator collaboration.
We worked directly with creators on the ground, guiding how the product was integrated into their content while allowing their natural style to lead the execution. This ensured the output felt authentic, not overly branded.
Content focused on interaction. Drinks in hand, conversations in motion, moments unfolding naturally. The product became part of the experience, not the centrepiece.
This aligned with the intent of the event itself, which was built around music, connection, and a more contemporary, inclusive approach to whisky culture.
The result was content that didn’t just showcase the product.
It sold the feeling of being there.
Positioning Black Ruby as something social, elevated, and worth stepping into.
