Absolut Grapefruit Launch Campaign

Integrated On- & Off-Premise Retail System

Led art direction and concept development for the launch of Absolut Vodka Grapefruit, creating a scalable key visual system designed to drive awareness, consideration, and conversion across on- and off-premise channels. The campaign translated the product’s fresh, approachable flavor profile into bold retail and in-venue executions, supported by modular displays that delivered strong shelf presence and guided shoppers throughout their journey. Cocktail-focused creative reinforced the brand’s “Nothing to Hide” platform, highlighting simplicity, transparency, and versatility. I directed the work from concept through execution, including photoshoot art direction, retouching, and production.