After leading the successful launch of Smirnoff’s NFL partnership in year one, we were brought back to elevate the program with a larger investment in year two. We introduced Kay Adams as the campaign spokesperson, positioning her as the go-to expert for game day cocktail pairings tailored to each team. We directed a four-day shoot that fueled social content, and integrated a FanDuel activation, letting fans make interactive, cocktail-themed game day picks—blending sports culture, mixology, and fan engagement.