Ketel One | De Nolet
Led Ketel One's first-ever experiential campaign in the US to grow market share and evolve brand perception beyond "men's vodka," creating multi-year touring activation anchored by a striking 45 ft copper windmill that told the story of Dutch heritage and sustainable distillation.
Role: Creative director, designer, creative production lead, on-site creative lead.
Insight: Due to a well established, category-defining campaign, Ketel One was pigeonholed as a men's vodka consumed neat. This was limiting the growth potential with younger, diverse audiences who didn't recognize the brand's authentic craft heritage and cultural relevance.
With the exterior's nocturnal illumination, this installation became a dramatic addition to local horizons across the country during its tour.
Role: Creative director, designer, creative production lead, on-site creative lead.
Insight: Due to a well established, category-defining campaign, Ketel One was pigeonholed as a men's vodka consumed neat. This was limiting the growth potential with younger, diverse audiences who didn't recognize the brand's authentic craft heritage and cultural relevance.
With the exterior's nocturnal illumination, this installation became a dramatic addition to local horizons across the country during its tour.
My Approach: Led creative pitch process featuring iconic 45-foot copper windmill design inspired by the Nolet windmill in Schiedam, Holland.
Managed comprehensive production of touring installation whose choice of materials referenced the brand’s copper pot distillation process - a differentiator among competitors, while showcasing sustainability story (De Nolet windmill powers 20% of distillation energy).
Curated culturally-aligned programming matching each market's cultural moment with art performances, music, vodka tastings, and crafted cocktails.
Coordinated complex logistics across Square Design partnership, venue relationships, and DIAGEO stakeholders for multi-city installation tour.
Results: Created dramatic addition to local horizons across 4 major US markets including Art Basel Miami, SXSW, NY Fashion Week.
Successfully connected Dutch heritage to sustainability through iconic windmill design that became conversation starter.
Proved experiential marketing value for brand's first campaign of this type, establishing new marketing approach for Ketel One US.
Engaged younger audiences with memorable installation that repositioned brand as culturally relevant and environmentally conscious.
Managed comprehensive production of touring installation whose choice of materials referenced the brand’s copper pot distillation process - a differentiator among competitors, while showcasing sustainability story (De Nolet windmill powers 20% of distillation energy).
Curated culturally-aligned programming matching each market's cultural moment with art performances, music, vodka tastings, and crafted cocktails.
Coordinated complex logistics across Square Design partnership, venue relationships, and DIAGEO stakeholders for multi-city installation tour.
Results: Created dramatic addition to local horizons across 4 major US markets including Art Basel Miami, SXSW, NY Fashion Week.
Successfully connected Dutch heritage to sustainability through iconic windmill design that became conversation starter.
Proved experiential marketing value for brand's first campaign of this type, establishing new marketing approach for Ketel One US.
Engaged younger audiences with memorable installation that repositioned brand as culturally relevant and environmentally conscious.
