Cruzan Rum

Similar to the DeKuyper project, this was a repositioning for Cruzan Rum. One of my mom’s best friends—basically an aunt to me—is from St. Croix, and she connected me with her brother, who still lives on the island. We ended up talking for two hours. I wanted to go beyond the surface, to really understand island life and what Cruzan Rum means to the people who call it home.

That conversation alone shaped my understanding of "the island spirit"—the values the brand should champion and the energy the campaign needed to capture. Here’s how it all came to life.

Role: Writer / Company: Beam suntory (proof)