Johnnie Walker – My Label is Black

One of the best projects (and the first big one) I’ve ever worked on, Johnnie Walker challenged us to translate the “My Label is Black” TV concept we created into a full 360 experience – with social at its core.

Tapping into Johnnie Walker’s strongest asset, its product, we used the iconic Johnnie Walker bottle as the creative anchor of the digital campaign. Born from Hispanic insights and with a total market approach, the campaign was deployed in key U.S. markets and included television, digital, social media, out-of-home, and radio elements.

My role
I defined the visual look of the campaign’s entire digital expression and was very involved in its design. I managed and worked with junior designers, providing the art direction for pieces like the digital banners and social media posts. I also helped with copy writing, developing scripts for some of the radio executions.


Social Posts

These are some of the social posts created during the campaign that lasted almost 2 years on Facebook and Instagram.