Pure Vodka in a Dirty World

42 Below Vodka, hailing from New Zealand, embodies the down-to-earth Kiwi spirit. The brand's charm and wit shine through its clever copywriting and engaging conceptual content, all presented in a visually distinctive collage style.

I was tasked with conceptualising the creative and designing content calendars for the brand's Instagram page.

The content for 42 Below was planned three months in advance, focusing on global topics that aligned with the brand's "Pure Vodka in a Dirty World" ethos, while highlighting Kiwi humour. Each content calendar included space for weekly reactive posts, which were conceptualised every Monday based on trending topics worth commenting on. The calendars encompassed current events, reactive content, provenance posts from the brand, and engaging cocktail videos.

I would research and ideate concepts, brief a copywriter on thoughts for commentary, design the collage style, then pass the layered photoshop file to the creative animator to bring to life.