Don Papa wanted to shake off the traditional image of dark spirits and reposition itself as a bold, creative choice for a younger, style-conscious audience. Our goal was to build a fresh visual identity on social that could resonate globally and serve as the foundation for an adaptable toolkit the brand could use across markets. The focus was on storytelling and standout imagery that felt culturally relevant, modern and distinctive from category norms. I led the creative direction, shaping the tone, concept and overall approach. I defined the visual identity across shoots and developed a distinct look and feel for Instagram that set the brand apart. I crafted shot lists and narratives, briefed creative teams, and produced shoots from start to finish — including sourcing crews, managing logistics, writing call sheets, and overseeing post-production and delivery.