JAJA Tequila, co-founded by The Chainsmokers and a figure whose entire career is built on viral content, needed a social strategy that could hold both worlds at once: elevated and irreverent, campaign-ready and meme-fluent.
I handled the strategy and content creation end-to-end, staying close to pop culture, conducting ongoing market research, and finding the moments where the brand could show up authentically.
On the elevated side, I creative directed lifestyle and editorial shoots in LA and studio. On the other, I churned out timely meme content that kept the brand in the conversation. Graphic design, creative concepting, and a sharp eye for what was trending, all in service of a feed that felt as spontaneous as it was considered.
Tequila for the culture. Build a social presence as lively and self-aware as the brand itself.
The Brief:
The Making of:
