MXD Drinks Co.
ALWAYS-ON SOCIAL
The Challenge: Build a community of MXD drinkers on social, spreading awareness and excitement about a line of 12% ABV canned cocktails.
The Solve: Act as the champion of the "real real" and mouthpiece for the untamed truth, encouraging our audience to engage and unleash their inner rascal.
Unmotivational Posters
Inspirational quotes are so ubiquitous they have lost all meaning. So, we decided to embrace the real-real with a beneficially nihilistic tone and shareable carousel format. Posted several times a month, these serve as a reminder that we're here for a good time, and it's really not that deep.
This recurring series resulted in dozens of lines and designs -- these are the highlights.
Product Intrigue
With a goal of getting cans in hands, we needed to show our product -- according to the data. So that's what we did, in fun, playful, scroll-stopping ways.
Rascals
The brand's mascots, aka "Rascals," provided a unique opportunity to reflect our audience's behaviors through storytelling. Inspired by real stories and behaviors, back at them through animation.
All drawn, animated, and (mostly) voice by yours truly.
Reactive Content
To keep our content moving at the speed of culture, we reacted to real-world moments in real time. One of my favorites w
All drawn, animated, and (mostly) voice by yours truly.
Role
Ideation
Art Direction
Illustration
Animation
Collaboration With
Dentsu Creative - Agency
Ehi Omigie - Creative Director
Nick Lee - Senior Copywriter
Stephanie Caruso - Strategy Director
Brandon Gibbons - Strategy
Zoe Kersey - Social Media Manager