What does it mean to “Liberate Your Spirit”? I had the opportunity to creative direct Stoli’s new brand campaign that is currently rolling out globally through OOH, digital OOH, and social. Starting with the strategy, the idea was to deliver visuals that broke free from the constraints of old-world Russian values, a task that Stoli has spent many years trying to do for their own brand.

As a part of a small team, I was responsible for many aspects of the campaign: starting at developing visuals, writing copy, casting talent, and ultimately the creative direction of three consecutive shoots that spanned both video and still assets that are in-market today.

Each of the six concepts focuses on subverting and liberating old-world ideals featuring talent that had their own stories of liberation that were highlighted through Stoli’s owned social channels.