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
The campaign combined smart talent selection, premium experiences, and consistent storytelling to make CÎROC Limonata the top-selling flavored vodka in the United States.