MARTINI Dare to Be

A Celebration of the ‘Modern Aperitivo Moment.’

Role: Art Direction, Social Visual Identity Design

Concept designed for BBDO NY client Martini

The Problem

With the release of their “Dare to Be” Campaign, Martini wanted to re-establish their social platform to celebrate joy in everyday moments and position their drink not just as a beverage, but as a lifestyle choice that embodies sociability and simple pleasures.

The Insight

It is human nature to crave sociability and aspirational living. Evoking attainable luxury and a sense of belonging taps into people’s innate desire for connection, allowing everyday individuals to feel like they are living elevated lives in their daily routines.

The Solution

A lookbook in Martini’s social media aligns their brand as a cool, iconic Italian brand that paints a picture of an aspirational yet attainable lifestyle.

The Problem:

In addition to the general post designs, Martini wanted to leverage their Italian It girl, Giulia, on socials.

The Solution:

We coined the term "So Giulia" to embody the lifestyle reflected by the Martini brand, drawing inspiration from the 2024 cultural moment "Brat Summer" and Charli XCX's lyrics, "So Julia."

Hidden Gems, True You

Bacardí BVI