Captain Morgan

As part of Diageo and Creative Equals’ 2025 cohort, we were challenged to create a 360° activation that would make Captain Morgan relevant to 18–24-year-olds amid Gen Z’s declining interest in alcohol. Partnering with Abigail Jackson and mentored by the brilliant Jeanie McMahon at Anomaly, we developed a concept rooted in real consumer insight, redefining what social drinking could mean for a generation driven by authenticity, humour, and connection. I led the design direction, crafting the visual language and tonality of the campaign, and used AI-generated imagery to bring our world to life with energy and flair.

Our response was praised by Diageo for its strong storytelling, creative execution, and clear through-the-line thinking—an idea that felt both distinctly Captain Morgan and culturally relevant to a new generation.

Role: Art Director & Designer | Agency: Anomaly (for Diageo x Creative Equals) | Channels: 360 Campaign, Concept, AI Image Generation, Design Direction