DIAGEO | CASA BUCHANAN'S ::CREATIVE DIRECTOR ::MULTICULTURAL STRATEGIST

Experiential

2017 EVENTMARKETER GOLD WINNER
“Best Multi-Cultural Event Campaign“

::: CREATIVE DIRECTOR :::

In the second year of their successful campaign "Es Nuestro Momento" and partnership with Grammy Award Winner J. Balvin, Buchanan's Whiskey sought to amplify the momentum. One that galvanized their commitment to Latin Music and an expanding Hispanic Millennial audience. We created Casa Buchanan's, an immersive brand experience grounded in our consumers' passion points and enhanced tasting experiences across J. Balvin's Energia US Tour.

PHOTO CREDITS :: JOSH BEHAN

THE SPACE

With music as a key pillar of the program, we developed a space that fused a music studio within a lounge vibe. Key elements consisted of a custom fabricated ‘mixing’ bar, consoles that glorified the product and specialty drinks, and an engagement to satisfy any selfie.

SCALE

Verso 2! Shortly following a 20-stop J. Blavin tour the space scaled up to host the Latin Grammys and Billboard awards. The design needed to scale accordingly to fit every space from areas to the Delano in Las Vegas.

Elements of the build were also leveraged at Tier 3 activations consisting of Neighborhood initiatives and retail.