Absolut
Born to Mix
Introducing Absolut’s biggest global 360-campaign in over a decade, “The World of Absolut Cocktails. Born to Mix.” aims to help the brand foster an inclusive culture that welcome the mixing of ideas and identities within today’s social landscape. Absolut has an extensive history of delivering iconic and bold work that permeate popular culture. Hence the visual development of the campaign consist of creating a fun and open universe in which cocktails are personified through dynamic, engaging characteristics, and breathing life into our physical and virtual space.
Client -> Absolut
Category -> Art Direction, Film, Photography,Brand Identity
Role -> Lead Designer
Team -> Ogilvy Chicago & Sandro Photography
The "Born to Mix" campaign for Absolut Vodka leverages the brand's iconic bottle outline as a unifying visual frame. Bold, approachable typography complements a vibrant gradient palette, symbolizing energy and inclusivity.
Textural details, like layered patterns and finishes, add depth and balance spontaneity with structure. These design choices modernize Absolut’s identity while reinforcing its core themes of connection and individuality, showcasing a refined approach to brand storytelling.
Beyond graphic design, the campaign’s production focused on creating an immersive narrative. Costumes, characters, stages, colors, and movements were meticulously art-directed to embody iconic cocktails. Every element was designed to flow cohesively, with visual cues tying back to Absolut’s vibrant identity, blending storytelling and brand recognition seamlessly.
This flexible and scalable visual system, enabling seamless adaptation across diverse markets in Europe, Asia, and South America. The adaptability allowed the campaign to resonate with local cultures while maintaining consistent brand identity. By tailoring design elements to meet regional preferences, the campaign effectively engaged global audiences, reflecting Absolut's commitment to inclusivity and cultural appreciation.