The brief

Create a series of cocktail videos for Diageo's new Irish Whiskey: Roe & Co.

The process

There are thousands of cocktail videos out there, but they're all fairly similar and generic. I really wanted to do something different with this project.

Roe & Co is inspired by a story of collaboration between George Roe, once the largest Irish Whiskey maker in Ireland, and a group of other Dublin distillers. It’s also the product of a collaboration between a Scottish Master Blender and an Irish Whiskey expert. And, if that wasn’t enough, the liquid itself is a collaboration—a blend of malt and grain whiskies working together to create one smooth and delicious taste. Wherever I looked, all signs pointed towards that one word: collaboration.

This became the central idea behind my cocktail videos. I wanted each one to feel like a collaboration, with hands coming in from different angles to add the ingredients in a seamless and harmonious sequence.

I wrote and directed eight films in total, leading the creative from initial concepts and presentations right through to post-production.

The result

The cocktail videos got over one million views and 13k likes, comments and shares on Roe & Co's social channels.