Johnny Walker “Walking With Giants” Integration

Role / Creative Strategy, Creative Direction, Concept Creation, Script Writing, Client Management, Producer

Johnny Walker partnered with TNT Latin America to create an on-air extension of their Walking with Giants print campaign in Mexico.

I pitched a series of on-air profiles of Mexican actors and directors from the available programming slate. Working with the client, I isolated several key attributes of Johnny Walker’s target consumer, reinforcing each one in a separate on-air profile, asking viewers how they would “define determination” or “boldness” —and then providing the answer by illustrating those attributes in the highlighted artist.

I directed the creation of on-air elements to compliment the established print campaign, in addition to writing and producing each on-air piece. I communicated regularly with the client to ensure that their targets were being reached and their brand was integrated appropriately.

The version below, for actor Diego Luna, contains Spanish audio.