Roles: Concept, Art Direction

All of these pieces were created as part of Ketel One Vodka's signature campaign, "Gentlemen, this is vodka". Uniting an ultra premium beverage with a nightlife that is both luxurious and edgy is nothing new. But applying a distinct masculine tone in order to attract a notoriously fickle demographic? That narrative ensured Ketel One would create and celebrate an entirely new category of drinker: The vodka-drinking gentleman. 

Also pictured:

A partnership ad with TUMI, for a custom leather bar set. The ultimate in luxury baggage delivers the most luxurious mobile drinking experience imaginable.

A partnership ad with GLAAD to commemorate and celebrate the diversity of vodka connoisseurs everywhere.

A brand partnership with the New York Yankees which appeared in Yankee Stadium and on taxis across the New York City. The Yankees embody the same excellence, attention to detail and demand for superior quality that Ketel One customers have come to expect.