I produced Playboy’s campaign for Jim Beam’s Devil’s Cut Whiskey. Production included display ads, homepage takeovers, and a series of viral commercials. I concepted the videos as 3 two-part videos. The first part would live on the Playboy Audience Network (YouTube, Break.com, Metacafe, etc.) as well as Playboy.com and encourage viewers to head to Playboy.com to see the “Devil’s Cut” of the video. The Devil’s Cut video was the racier video that showed how the Devil’s Cut whiskey lifestyle could transform a situation or an evening out.
I developed the budget and made extensive script and concept revisions with the client and their creative agency. I supervised a pre-production team of 3 production management associates and individual wardrobe, set, and prop stylists. I produced and co-directed the shoot. I directly supervised a 24 person production crew with 8 models and 10 extras. I scouted and booked locations. I also booked models and crew. I supervised and provided creative direction to multiple editors in post-production.