Independent spirits, united in craft.

The world's oldest rum brand, Mount Gay, wanted millennial males chatting about their small-batch product. So, we handcrafted an introduction through one-of-a-kind local collaborations. Just like how two distinct distillates come together to make Mount Gay Black Barrel, we paired artists in cities across the U.S. to blend their talents in this integrated campaign.

At live events, our creative duos shared their process, and guests joined in through experiential moments. When RSVP’ing, guests submitted a word representing their city, which we turned into a custom toast projected at the event and printed on bags handed out at the door.