HENDRICK'S GYM

How does one participate in Dry January while still promoting a product that is going to be actively avoided by consumers?
A pun of course—a witty dad joke, turned large-scale idea. Our team formulated a concept of turning GIN into GYM for the month of January—with a whimsical workout video made up of quirky exercises to train and maintain your cocktail making abilities throughout the trendy dry period. We even created a custom molded water bottle for purchase, along with some training gear. I leaned vintage with art direction, to pay homage to an era of comical workout trends. I guided the set design, wardrobe, cucumber equipment, and shared responsibilities of story-boarding and developing the actions and movements of the actors. All Ages Productions and their team brought our unique asks and concepts to life. In collaboration, they crafted a wonderfully eccentric scene and handled the post video production & editing.