We needed to get hard-to-impress, artsy-type guys talking about a small-batch rum they'd never heard of.

Mount Gay has been blending the unexpected since 1703 — so we did the same thing, pairing artists who worked in completely different mediums to create something neither could make alone. The work was revealed at city events where the artists broke down their process.

When RSVPing, guests submitted one word to describe their city — we turned their answers into the toast, projected at the event and screen printed on bags at the door.

Results: Double-digit sales growth. MullenLowe named Mount Gay's global creative AOR.

Role: CD/CW, Video Story Editor | Made with: Amanda Kuchman (CD/AD)