Make your own rules

2020 may have been one of the most difficult years in modern history, but as far as advertising was concerned, it also came with some unique opportunities.

This brief for Haig Club’s new Ready to Drink cans was already in production. The concept was there and David Beckham was due to shoot it in the same way as he always had, with a group of friends sitting by a pool, in a generic, whisky advertising way. But with all shoots cancelled and travel off the cards, we needed to develop a totally new way into this exciting product launch.

Enter Quentin Jones, a prestigious female director, illustrator and fashion photographer. I’d been hoping to work with her for a while and figured this would be a great chance, seeing as she was so capable of creating everything in isolation. We developed the brief together, making sure to bring a summery feel to each piece, with bright colours, human elements and a hint of the outdoor locations where you might enjoy these drinks.

The client was so pleased with this new direction, they’re now considering a whole rebrand, to incorporate this striking visual style in all marketing going forward.

Thank you COVID.