Captain’s Cruise with Cruz
CAPTAIN MORGAN
Creative Director
I developed the core concept and led cross-agency creative from pitch through production. I led the experiential team, including design, builds, and programming.
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CHALLENGE:
Follow the Captain, Captain Morgan's NFL-season campaign, was back for year two. We needed a launch moment that would capture sports fans' attention and set the tone for the season ahead.
INSIGHT:
The tailgate is the ultimate NFL pre-kickoff ritual. But it’s also the same thing every week.
The Captain doesn't do the same thing every week.
IDEA:
Most people tailgate. The Captain sailgates.
We kicked off the season with an adventure at sea, taking fans aboard the largest party boat in the northeast for a surprise-filled journey hosted by Giants legend Victor Cruz, with a performance by Aminé against the New York City skyline.
Onboard: three unique bars pouring Captain Morgan cocktails, themed photo moments, from a Captain's Wheel stage setup to a hidden speakeasy door with secret passwords scattered throughout the yacht. Interactive games where fans earned "doubloons" to trade for custom swag. And a high-energy watch party for the Giants vs. Cowboys matchup.
Game day with views of the Statue of Liberty? Not a bad way to kick off the NFL season.
RESULTS:
742M+ PR impressions, across entertainment and lifestyle outlets.
1.3M+ Talent Social impressions
110K+ Earned Social Impressions
22 PR placements in Rolling Stone, BET, Vibe, Essence, and more.
435 attendees
