SKYY Vodka.
SKYY was looking to scale into different territories, and get better known while doing it. The goal: move the brand up from familiar to premium, top-shelf territory, the kind of vodka people ask for by name at a real bar, not just grab off a shelf.
West of Expected became the campaign built to get there, a full brand refresh designed to reposition SKYY as sharper, more elevated, and more culturally present than where the brand had been sitting. Everything that followed, product, experience, retail, nightlife, lived inside that idea.
On the product side, that meant growing Infusions, SKYY's flavored vodka line, into the brand's predominant offering, alongside Barcraft, built around the bar tools and mixology experience side of the brand.
Sweepstakes, surprise-and-delight contests, and retail pop displays and side car lab drink events kept the energy going at point of purchase, giving SKYY presence at the shelf as much as on the dance floor.
The elevation showed up everywhere SKYY did: ladies' nights, dinner and appetizer recipe tie-ins, and celebrity partnerships built to put the brand in rooms that mattered. Skylab, a traveling drink experience, brought that same premium energy on the road, paired with nightlife DJ events running off a custom music playlist-linked app, where guests could request songs right from connected wristbands. Promo items, t-shirts, drink trays, and more, carried the brand into every hand at every event.
As senior art director and creative lead, I built the look, the story, and the experience across every one of these touch points, all with a 'lil hint of blue.
