Reach for Darkness
Halloween once was the darkest of holidays. But in recent years, the scariest thing about it was the utter lack of imagination. Jägermeister wasn’t just going to let their favorite holiday continue to be another monster mash of bros and half-naked nurses.
We needed to bring back the darkness, so we kicked off our digitally-led campaign on social media by kidnapping Lil Dicky on Facebook Live and then brought the darkness to bars, stores, and social.
Ogilvy 2016
Role: Art Director, Concept
Copywriter: Reid Masimore, Concept
Photography: Justin Bettman
ECD: John Long
Results:
In under 48 hours, Jägermeister was able to reach a new audience of 242K viewers from our prank and inspired thousands of comments. This resulted in doubling unaided awareness of the brand from the previous year. Launching the first influencer campaign on Facebook Live, we earned 33 million impressions and had everyone reaching for the darkness.
Social Content Production
On social media, Jägermeister highlighted their dark aesthetic to help educate their audience on what a #Jagerhalloween was like. These posts encouraged our audience to join the movement by sharing what their dark halloween looked like. Compared to Jagermeister's always-on content, #Jagerhalloween content saw 38.5% higher engagement.
RESULTS
Jägermeister didn’t just embrace the darkness, it had America reaching for it. Earning 33 million impressions, Jägermeister exceeded benchmarks across the board. In under 48 hours, Jägermeister was able to reach a new audience of 242K viewers from our prank and to inspire thousands of comments. This resulted in doubling unaided awareness of the brand from the previous year. We brought back the darkness to Halloween and made history in the process as the first brand to launch an influencer campaign on Facebook LIVE.
HALLOWEEN 2017
Let's Get Darke
🦌
Let's Get Darke 🦌
Halloween is Jäger’s Super Bowl, and in 2017 we built a full social content push celebrating the brand’s darker, surreal side.
I led the visual and editorial direction of the campaign. From the look and feel of the videos to the motion language and branded typography. I designed the custom title system used throughout the series and partnered closely with our animator to bring it to life with jittered type, glitch energy, and classic Germanic influence (without feeling costume-y).
On set, I operated almost as a co-director. While our director handled cinematography, I directed the visual tone: the spinning transitions, head-shake effects, pacing, and compositions that became the signature of the campaign’s world. The result was a series that felt cinematic, unexpected, and unmistakably “Jäger.”
Holiday Content 2017
After Halloween, we pivoted into a winter content engine; scrappy, fast, and hands-on. I led the creative direction and production of the Christmas content, shooting with a photographer, building mini sets, sourcing props, and executing everything from concept to retouching.
It was the type of project I love: small team, big craft, and no outsourcing. Just ideas, execution, and the pure fun of building a brand world one piece of content at a time.
