sober never looked so sexy.
role: art direction, strategy
The Client: Ghia
The Ask: Position Ghia as the stylish, alcohol-free drink of choice for young adults seeking meaningful, fun nights out proving that going sober doesn’t mean sacrificing style, taste, or social connection.
*wants to not only be seen as a substitute for alcohol, but a drink for anyone, anytime.
THE INSIGHT: A chic, sexy night out is not dependent on alcohol.
THE IDEA: Show that drinking Ghia is community based and allows for a fun bonding experience with your friends on a night out.
the creative process…
a.k.a the blood, sweat, and tears
*digital camera aesthetic/blurred photos
*bold makeup, glitter, sparkles
*friendship, bonding, laughter
art direction: Sarah Redmond, Evanie Kumar
strategy: Sarah Redmond, Evanie Kumar
photography: Vivian Reilly
After looking through Ghia’s website, we noticed they only showcased their products and not the type of people that are drinking it. With that in mind, we decided to direct a photoshoot that really highlights who drinks Ghia. This shoot was all about a night out with your girls and emphasizing that being sober can be sexy too.
No Hangover. Just Ghia.
