Born to Mix

The Challenge
While Absolut's global "Born to Mix" campaign celebrated mixology worldwide, we needed to adapt this narrative for Nigeria's unique drinking culture and lifestyle. The task was to maintain Absolut's premium positioning while creating authentic connections with Nigeria's vibrant social scene.

Our Solution
Led the creative adaptation of Absolut's global design system for the Nigerian market, crafting a visual narrative that celebrated local drinking culture while maintaining the brand's iconic aesthetic.

Creative Direction & Local Adaptation‍

• Reinterpreted Absolut's global design system through a Nigerian lens, incorporating local cultural touchpoints while preserving brand sophistication
• Directed a series of photoshoots that captured Nigeria's dynamic nightlife and social gatherings, focusing on authentic moments of connection.

Production Leadership‍

• Developed custom set designs that balanced Absolut's minimalist aesthetic with Nigerian social settings.
• Crafted shot lists that showcased both premium cocktail moments and spontaneous group celebrations.
• Directed talent to capture natural interactions that reflected real Nigerian social experiences.
• Supervised post-production to ensure images maintained Absolut's global quality standards while feeling authentically local.

Visual Strategy‍

• Positioned the Absolut bottle as a beacon of creativity in each scene.
• Developed composition guidelines that celebrated group dynamics while maintaining product prominence
• Integrated local fashion and style elements that resonated with Nigerian consumers.

By carefully balancing global brand guidelines with local cultural nuances, we created a campaign that made Absolut feel like an authentic part of Nigeria's social fabric while maintaining its premium international positioning.