Cocktail Courier Holiday Season Promotion
Challenge:
As bars and restaurants reopened and the pandemic came to a close, Cocktail Courier faced a clear business challenge: maintaining relevance as consumers returned to on-premise socializing. The issue was not demand, but relevance. The brand did not need to compete with bars and restaurants. It needed to define a distinct role they could not replicate.
Objective:
Make the holiday season the strongest in the brand’s history by positioning Cocktail Courier as the centerpiece of at-home celebration.
Strategy:
Rather than competing directly with on-premise experiences, the strategy focused on what Cocktail Courier could uniquely own: intimate moments, meaningful connection, and the joy of gathering with the people you love. Thanksgiving and Christmas served as emotional anchors, allowing the brand to stand for reconnection and shared experience. Cocktail Courier became a reason to stay in, not a substitute for going out.
Execution:
Knowing the core audience consisted of urban and tightly packed suburban dwellers, young upwardly mobile professionals ages 25 to 45, we prioritized high quality lifestyle photography as a foundational asset. Content was produced on location to feel authentic and aspirational, and designed to scale across social media, e-commerce, digital, print, and paid media.
Channels of Distribution:
The work was brought to life through a focused, integrated channel approach designed to balance cultural visibility with performance. Social platforms including TikTok, Instagram, Facebook, and Pinterest were used to establish presence and drive engagement during key holiday moments.
Paid media supported reach and conversion through targeted placements across Meta, TikTok, and Google, reinforcing the campaign throughout the gifting period. Performance and consumer behavior were evaluated using Google Analytics, informing optimization and providing a clear view of impact across the funnel.
Results:
The campaign delivered the highest holiday revenue in Cocktail Courier’s history.
Impact:
The work resulted in a cohesive omnichannel brand system that delivered a consistent story across every consumer touchpoint, from discovery through purchase. Beyond immediate holiday performance, the campaign established a repeatable seasonal playbook for the brand moving forward.
Brand Extensions and Experience Design
Packaging played a critical role as a brand touchpoint and extension of the overall experience. Work included collaborations with the US Open, a redesign of the Cocktail Courier delivery box, and branded content within each kit that reinforced seasonal themes and elevated the unboxing moment.
Additional extensions included Party Can designs translated into branded merchandise such as hats, shirts, and drinkware, as well as the development of the Party Pouch, created to be sold alongside core products and expand retail and gifting opportunities.
Integrated Campaign and Event Leadership
While working with Diageo on their annual sales meeting, my team was responsible for creating, editing, and writing content for both virtual and live experiences. We oversaw multiple brand verticals across their portfolio while collaborating closely with UK partners and Diageo agency teams. The result was a highly successful hybrid event that led to additional non event work, including social content development for several brands.
At Stryker Corporation through BCD, a single video launch expanded into a fully integrated omni-channel campaign. By aligning creative strategy with commercial objectives, this work resulted in 700K in released advertising spend to BCD, followed by an additional 800K for a second integrated marketing campaign. In total, the work unlocked 1.5M in found revenue, driven entirely by creative performance.
The campaign scaled across video, social, experiential, out of home, and print, demonstrating how strong creative execution can directly impact the bottom line.
Creative Philosophy
I look at creative as more than storytelling. The story has to perform.
Creative work must be both compelling and accountable. My focus is building brand narratives that are quantifiable, trackable, and tied to business outcomes. I closely monitor performance data and report clear results to leadership so there is a shared understanding of how creative contributes to revenue, engagement, and brand growth.
Beyond reporting results, I focus on uncovering the why behind the numbers. This allows teams to make informed decisions, optimize work in real time, and ensure every creative output is grounded in insight rather than assumption.
Photography- Lifestyle - Spirits
In Closing
Across brand campaigns, packaging, and integrated experiences, my work focuses on aligning creative strategy with measurable business outcomes. Whether building seasonal brand platforms, extending products through packaging and merchandise, or scaling campaigns across channels, the goal remains the same: create work that is culturally relevant, commercially effective, and built to perform.
Strategy sets the direction, but design is what makes the brand feel real, desirable, and memorable.