Throughout the course of Diageo’s 2017 fiscal year, we were tasked with bringing Crown Royal’s brand purpose of “Live Generously and Life Will Treat You Royally” to life on social. In addition to accomplishing this in our monthly content, we executed on-site activations at some of the nation's biggest events such as New Orleans Mardi Gras and the Indianapolis 500 with generosity at the core of our story. 

Over the course of two weekends at the 2017 Indianapolis 500, I was the lead creative on-site to help capture content and oversee post production for two separate Facebook and Instagram videos. I was responsible for ensuring the content captured fit within the scripts I had written prior to the event and assisted our production team with on-camera testimonial interviews where friends and family of military members were given a chance to honor their loved ones during Armed Forces Weekend. To show our appreciation for their generosity, we surprised them with seat upgrades and other unforgettable Indy 500 experiences. After meeting the Rankel’s, a family who lost one son in the line of duty, Crown Royal wanted to thank them by making their race weekend a chance to celebrate their son's memory.

Crown Royal's strong ties to the military along with a compelling, emotional story helped garner high levels of engagement on Facebook and led our clients to call this "the most powerful content we've generated to date."

In a similar fashion, we celebrated those who live generously during Mardi Gras by collecting beads and donating them to the ARC of Greater New Orleans—an organization that recycles beads to resell them the following year, creating jobs for the community in the process. In addition to creating real-time content, I wrote the script and oversaw the post-production of the video asset that went live on Facebook and Instagram just two days after the event.