BRAND / BEEFEATER
PROJECT / THE HOUSE PARTY
BRIEF / Beefeater has stood the test of time in bars and drinks cabinets for over 200 years. Its recent online presence, though, lacked consistency. We set out to refresh the full digital toolkit with lifestyle and product photography that captured the brand’s unmistakable energy and spirit.
THE IDEA
Build a visual narrative around house mates throwing a party that flows from day into night - delivering an aesthetic that felt authentic and imperfect, yet polished.
I developed the House Party platform as the red thread for pre-production — one idea driving consistency across every output.
The location? A believable yet aspirational house share for 25–30-year-olds, filled with props bought from places the friends would shop at. The talent? A naturally diverse group mapped to our backstories: the 90s fashionista, the gorpcore tomboy, and the urban muso. The shooting style? Like that mate at the party who always gets the best pictures. Albeit the mate who has a serious camera, a sharp eye, and a candid, observational touch, AKA the brilliant Charlie McKay,
For the social-specific component, we collaborated with Beefeater’s brand ambassador on a content series designed to meet existing online demand.
We matched hero cocktails with industry talent already associated with those serves (like the legend that is Alessandro Palazzi and the Martini) then developed tiered content based on the topics consumers consistently seek out.
A deep dive into the serve to give consumers a relatable moment of consumption.
A unique twist on the original to inspire adventurous cocktail makers.
A punchy step-by-step recipe designed to dial up the cocktail’s accessibility.