With the BACARDI team at BBDO, I helped redefine what a liquor brand should look and talk like. Instead of producing boring ads of obligatory cocktail and bottle shots, we recreated party scenarios that make people feel like we're right there with them. The copy, which I spearheaded, took on a fun, tongue-in-cheek, and irreverent tone that communicated the brand's history as well as tapped into our audience's behavior.