Casillero Del Diablo – ‘2020 Digital Campaign’
*Awarded ‘Facebook Brand by Agency’ at 2020 Sockies
‘#Legendarynightin with James Kavanagh’
As people socially distance, usual treats like restaurant dining and the fun atmosphere it brings are some of the luxuries people will begin to miss. As a result, we want people to bring the vibrancy of the restaurant into their own kitchens and create a nice meal for themselves with their friends over video chat, all enjoyed with a glass of Casillero del Diablo. The idea was to encourage people to be creative with their time as they socially distance, as well as remember that it’s not only important to look after yourself, but also try and find positivity and enjoyment amidst global anxiety.
James Kavanagh will walk the viewers through a step by step guide on how to create some that’s easy to cook, with easy ingredients to source all the while feeling like a fancy restaurant dinner. He will also offer a call to action to encourage people to stay home, enjoy time with friends over video chat with a glass of wine, as well as explain the competition mechanic to win a prize.
We encouraged people to create their own restaurant meals, cook along and eat dinner with their friends over video chatting. Then simply like, follow @casillerodeldiablo_ire and share to be in with the chance of winning a hamper for them and their friends when they no longer have to practise social distancing.
‘Sommelier secret’s campaign’
[concept x Design x production X Strategy]
The aim with Casillero Del Diablo was to market them with a sophisticated voice. Like the devil himself, they are charismatic and intriguing. And their posts were to be smart, sharp and savvy, just like the people who drink our wine. Casillero del Diablo may be available at an excellent price point, but it still remains an aspirational purchase. Buyers want to feel they’re making a shrewd move, getting a high quality wine at an excellent price. Wine drinkers want to feel a sense of pride in their purchase. So I created the concept of Sommelier Secret’s as bank of content to educate our customers and followers on not just our brand and our product but everything there is to know about wine!
From the offset I was in favour of retaining all the brand heritage elements: they make their content immediately identifiable and speak to their rich history. The brand also shares many qualities with the character of the Devil as portrayed in literature: charisma, mystique, sophistication. It is these shared aspects that I made sure to resonate through ideas and visual content.
‘Pandemic sensitive changes to content’
The idea simple and that was to create content that encouraged positivity. Tell people to keep up with social distancing, how they’re doing a great job, and how important it is that they’re continuing to do so. Reminding people to chat with friends and loved ones over video, and to keep up exercise to keep their mental health in a great place. Whether it’s encouraging people to start a virtual book club with their friends, and maybe get together once a week over a glass of wine on Zoom and discuss their favourite novels, or getting creative in the kitchen.
Fosters – Tasty videos – The Perfect cocktail
[art direction x production]
Fosters is a brand i’ve worked on and off with throughout 2018, assisting in ideas and production of video content for their social calendar. Video production is the more prominent role when it came to this brand, where I provided everything from camera operating to editing and sound design. I also brought ideas to the table when required, including the piece shown above. This was one of a few concepts I developed for Fosters as further content for their social calendar. From the initial brief, Fosters were keen to generate fresh content that steered away from the stereotypes of their brand. Whilst still emulating their no nonsense mantra, I delivered humour through a different avenue. I was able to establish a more visually engaging style by exploring new ways of harnessing the angle comedy they strived for.
Through some research I discovered that ‘Tasty’ style videos as they are known, are the most watched videos on the internet, period. They are the most engaging, simple, visually attractive and informative pieces out there and I wanted to play on that visual appeal. I created a batch of Tasty vids for Fosters that lured the viewer into a false sense of satisfaction, only to immediately interrupt the ritual with the product and that familiar Fosters humour. I devised this idea, shot it, edited the final cuts and storyboarded them for motion graphics post production.
Fallon & Byrne – Cartoon gifs
[art direction x production]
These artworks were created by an illustrator in Javelin as static brand assets and I was tasked with the job of developing them into motion pieces and social content. Aware that video content was at the forefront of social media advertising currently, I researched different options and styles of media to achieve this. Taking inspiration from the wonderful sixth member of Monty Python in their animator, I developed the artworks into GIF to provide an almost stop motion style animation that would continuously loop.
Three other ideas produced from a total batch of eight.
Firstly I expanded each artwork and examined the individual layers of them to identify which aspects I could move. I then created brief narrative ideas for each illustration which was approved immediately by the client. The concepts were designed to utilise the layers for utmost engagement whilst maintaining a high emphasis on clear visualisation of the message or product in each. I created the GIFs using photoshop timeline and they were scheduled across several social platforms for Fallon & Byrne.
Desperados – Bottle drop
[concept x art direction x production]
This piece is one of several assets of social content I have created for Desperados working alongside another art director in 2018. Initially I assisted in the development of ideas for a social calendar for the year which was signed off by the client in January. The client above all stressed for short duration with the content for high engagement and completion rates, so it was important to create concepts that could executed in under 5 seconds. I storyboarded several of the ideas, adapting them to become more practical in the video production stage. I directed and shot any original footage that we produced in house, sometimes getting very creative with our resources and assisted in the editing of each project. For example with ‘Bottle Drop’, I built an ice box, complete with internal lighting for the backdrop and setting of the video and structured the external lighting of the shoot. Sound design was another important feature for the client in that in reflected the urban remix nature of their brand. I selected various tracks for content including this piece shown above and assisted in the sound editing. Engagement and interaction with the content was beyond our expectations and it the set the bar for future content we created across a host of alcohol brand digital accounts.
Bacardi – casa bacardi live launch video
[design x video production x motion graphics]
This video is a social post that I conceived and produced for the launch of the Casa Bacardi live campaign during the summer of 2017. Working with a copywriter from Javelin, I storyboarded an idea on his script. The script was loaded with information, so the copy had to captivating on screen. I created a video that was a simple combination of motion graphics text created in Adobe After Effect layered over footage of Casa Bacardi shot from the previous year that I requested from the client. Using the storyboarded I firstly cut together the text graphics into a 30 second edit. Then I pieced together and edit of the Casa Bacardi footage layered underneath and where possible, making the visual relative to the copy. A fast tempo to the piece was vital to the social post to reflect the energy of Casa Bacardi and I selected the track to echo the crescendo in the script. The piece created great hype for the upcoming campaign and established a great engaement platform for Bacardi to build on.