We needed to get hard-to-impress, artsy-type guys talking about a small-batch rum they’d never heard of. So we turned the craft inside the bottle into the big idea, pairing vastly different artists across U.S. cities to blend their talents and talk shop.

RESULTS: Drove double-digit sales growth for Mount Gay Black Barrel and helped MullenLowe become the brand’s global creative AOR.

ROLE: CW/CD, Video Story Editor | AD/CD: Amanda Kuchman