Diageo came to us with a nuanced challenge: how do you celebrate the holiday season alongside one of the world's most recognizable spirits brands, while authentically speaking to a generation that's increasingly mindful about alcohol consumption?

The answer wasn't to ignore the shift, but to lean into it. Drops of Advice was a global responsible drinking campaign built around the idea that the best kind of celebration looks out for the people in it. Rather than leading with restriction, the creative framed responsible drinking as an act of care through small, lighthearted nudges between friends and family that feel natural during the holidays, not preachy.

The campaign spanned both internal and external audiences, giving Diageo a meaningful platform to reinforce their commitment to responsible consumption while keeping Smirnoff's voice warm, fun, and culturally relevant. I lead concepting, script writing and art direction for this campaign. Illustration and animation by Igor Bastidas.