How do you get a manly whisky out of the basement – where it's ritualistically shared among fathers, uncles, brothers and the occasional Cohiba? By using New York's #1 Latino DJ and radio personality Alex Sensation to create the image of the Nightlife Conquistador across NYC radio, local OOH and targeted digital placements.

We created scenes of Alex's turntable and dance floor conquests, and then brought in renowned nightlife and fashion photographer Jessica Craig-Martin to capture every moment. And we saved Alex's golden voice for the most important message of all, to promote responsible drinking any way you mix it.

My role: Creative Director | Copy
Agency: Grey NY