Based in Los Angeles
Cultural Strategist + Creative Director
Cîroc Limonata
Escape with Flavor
Impact
CÎROC Limonata became the top-selling flavored vodka in the United States, proving that culture-led brand building can drive measurable commercial leadership. The campaign successfully repositioned the brand through a modern cultural strategy, replacing legacy celebrity dependence with a multi-voice ecosystem featuring Victoria Monét, Amaarae, and Tems across six key markets from Grammy Weekend to CultureCon.
Case Study
Following a major brand transition, I was brought on as Creative Director to help reintroduce CÎROC through the launch of CÎROC Limonata. This was more than a new flavor SKU. It was an opportunity to reshape how the brand connected with culture.
The strategic shift was clear. Move from a single celebrity-led identity to a more modern, multi-voice model powered by creators, tastemakers, and culturally relevant talent who could authentically embody the campaign platform: Escape with Flavor.
My role was to build a connected national experience system, ensuring every market, partnership, and activation felt locally relevant while maintaining one consistent brand world throughout the year.
Core Creative Thesis
- Culture-led storytelling over traditional endorsement
- Talent selected for audience relevance, not just reach
- Premium experiences designed to be lived, shared, and remembered
- One unified campaign narrative expressed across multiple markets
Key Markets & Moments
Los Angeles | Grammy Weekend Launch
We opened during Grammy Weekend with an experiential launch anchored by Victoria Monét.
Why it worked:
- Strong cultural credibility
- Deep alignment with music-forward audiences
- Premium yet current brand fit
- Ideal energy for introducing a new era of CÎROC
This established immediate relevance at one of culture's most visible moments.
New York City | Summer Pop-Up
We brought Escape with Flavor to life through a multi-day Mediterranean travel-themed pop-up in partnership with Yellow Party. The experience transformed the venue into a branded villa world with immersive details, interactive moments, cocktails, music, and hospitality-led design.
Why it mattered:
- Turned product trial into cultural participation
- Made the campaign physically tangible
- Created strong social content moments
Miami | Summer Solstice Yacht Party
In Miami, we elevated the platform into a luxury lifestyle expression through an invite-only yacht experience featuring OSOCITY and a live performance by Amaarae.
Why the talent fit:
- Both artists connected naturally to global, style-conscious, music-led audiences
- Helped position the brand inside nightlife, travel, and aspirational summer culture
This was not event marketing. It was brand world-building.
Malibu | Fourth of July
We hosted an exclusive villa experience in Malibu designed for creators, tastemakers, and premium content capture. Featuring Cole Walliser's signature Glambot, the event turned guests into campaign media.
Why it mattered:
- User-generated content at premium quality
- Elevated social visibility
- Reinforced desirability through participation
Chicago | Labor Day Weekend
We extended the campaign to the Midwest through a partnership with Black Yacht Weekend. The objective was to bring the Escape with Flavor world into a culturally significant community-led environment while driving direct product engagement.
Why it mattered:
- Proved the platform could travel beyond coastal markets
- Connected with a highly engaged audience
- Balanced culture with conversion
Brooklyn | CultureCon Finale
We closed the year at CultureCon with immersive brand programming and a surprise performance by Tems.
Why Tems mattered:
- Globally respected artist with deep cultural resonance
- Strong alignment with creativity, aspiration, and next-generation influence
- Elevated the finale into a true cultural moment
Impact
The CÎROC Limonata rollout successfully repositioned the brand through a more modern cultural strategy, replacing legacy celebrity dependence with a multi-voice ecosystem rooted in talent relevance, experiential continuity, and real audience connection.
By building one cohesive campaign across key markets and cultural moments, the launch translated awareness into demand at scale.
The ultimate result: CÎROC Limonata became the top-selling flavored vodka in the United States, proving that culture-led brand building can drive measurable commercial leadership.