JIM BEAM: NEED A BREAK FROM BEER?

Sometimes you don’t need a new plan. You just need a better drink. This campaign uses humor and relatability to introduce something new, breaking routine in a simple and accessible way.

Working within a multi-agency structure, my role was to bridge the core idea with culturally relevant nuance. Ensuring the work spoke authentically to African American and Hispanic audiences while staying aligned with the broader strategy and keeping the tone fun and accessible.