Spirits — CASIEL KAPLAN

November 30, 2016

Espolon Activation Materials

For Espolòn Tequila, I was driving the art and ideas of experiential activations that turned the brand’s rebellious ethos into participatory platforms for bartenders and consumers. Programs such as Cocktail Fights and the Black Market used competition and creativity to drive engagement, advocacy, and scalable cultural impact beyond live events. I also led the design and production of new top-shelf tequila offerings, including Añejo X, which was featured on The Dieline.

Agency: BFG Communications
Associate Creative Director Art: Casiel Kaplan
Associate Creative Director Copy: Michael Higgins
Creative Director: Michael Rovner
Chief Creative Officer: Larry McGearty
Illustration: Steven Noble
Typography/Look & Feel an Artchild of: Nick Papparone

November 21, 2016

Forty Creek Keyart

We took an existing brand tone and bottle illustration and built a world around it—using honest copy and illustrated motifs to shape the Know What Matters campaign.

Agency: BFG Communications
Associate Creative Director Copy: Michael Higgins
Associate Creative Director Art: Casiel Kaplan
Chief Creative Officer: Larry McGearty

July 29, 2016

American Honey Activation and Keyart

Keep Good Company was our way of giving Wild Turkey American Honey a warmer, more genuine voice. We brought it to life through in-store and activation work that leaned into bold color and sweetness, then used humor to position American Honey as the playful counterpoint to traditional bourbon.

Agency: BFG Communications
Art Director: Margot Belyea
Associate Creative Director Art: Casiel Kaplan
Creative Director Copy: Michael Rovner

July 27, 2016

Heineken Various Campaigns and Keyart

After moving back to the U.S. from Montreal, I joined the Heineken team at Geometry Global, where I led and contributed to a range of in-store activations. Below are visual highlights from several of those programs.

Agency: Geometry Global New York
Asscoiate Creative Director Art: Candie Velasco
Creative Director Art: Casiel Kaplan
Creative Director Copy: Kate Kemp

July 16, 2016

Wild Turkey Activation and Social

I led and contributed to a range of print, experiential, and social campaigns for Wild Turkey. Experiential work included programs like the Kindred Spirits Tour, where our branded bus traveled to and integrated with like-minded festivals and events rooted in pride and craftsmanship. Social campaigns ranged from Honoring Those That Honor Bourbon, which spoke to Wild Turkey’s 100-year legacy, to Old Fashioned Fridays, a lighter, more contemporary take on the brand.

Agency: BFG Communications
Associate Creative Director Art: Casiel Kaplan
Creative Director Copy: Michael Rovner