OVERVIEW
When Dre says “Don’t make it corny,” you listen. As Creative Director, I helped bring Dre and Snoop’s Gin & Juice launch to life with a concept that felt anything but typical. From ideation to scripting alongside Dre and Allen Hughes, the goal was simple: make an ad that didn't feel like an ad—and fans loved it.

APPROACH
We launched the product with a two-minute short film that played more like a gangster movie than a commercial. By refusing to make it obvious, we created something fans actually wanted to share. The result was an organic, cinematic rollout that felt authentic to Dre and Snoop—and nothing like traditional alcohol advertising.

RESULTS

• 19.2M views

• 1M likes

• 15.5K comments

• 80.5K shares

• Multiple Webby nominations, including Best Writing and Best Use of Video

CASE STUDY + ORIGINAL VIDEO BELOW