Toast to NYC

OBJECTIVE

I developed the visual language for Maker’s Mark’s Toast to NYC campaign, designed to build relevance with younger, poly-cultural whiskey drinkers by rooting the brand in New York bar culture. The campaign centered on the bar napkin as a core design device, using short, city-specific toasts to turn an everyday object into a participatory brand moment.

I established and executed the campaign look and feel across photography, static and motion graphics, and experiential touchpoints. The system was built to scale seamlessly between social content and physical space, culminating in a live event in Chelsea featuring a designed environment, wayfinding, and custom consumer interaction moments.

Following the project, I animated and edited the showcase brand video

ROLE

Design
Motion

COLLABORATORS

Lauren Juenger (AD)
Eric Medsker (Photo)

BRAND VIDEO