Smithworks
Art Direction ★ Experiential Design ★ Packaging
Art Direction ★ Experiential Design ★
Art direction , experiential design , and packaging for Smithworks Vodka, a premium handmade American vodka in partnership with country singer Blake Shelton. My work balanced authentic heartland values with innovative promotional approaches that extended beyond traditional spirits marketing.
Creating the world's first celebrity Elf on the Shelf presented a unique challenge: how to transform a beloved holiday tradition into a brand asset without losing its playful spirit. Shelfton was developed from concept to production-ready packaging, complete with a recipe card and personal note scroll that maintained the original toy's charm while injecting Blake's personality. The 20 limited-edition dolls unveiled live on Ellen, became coveted items personally gifted to media figures and influencers, generating earned media that far exceeded traditional advertising value.
For Blake's Friends & Heroes Tour, we designed a VIP experience that translated Smithworks' heartland heritage into an Instagrammable moment that resonated with fans. The complementary Smithworks Barnhouse exhibition created an immersive brand storytelling environment through careful attention to materials, lighting, and interactive elements. These experiences converted casual concertgoers into brand advocates by creating memorable touchpoints that felt authentic to both the artist and the product.
This project was a tricky ask. The media buy had already been made, and market disruptor Love Wellness needed their first ever out-of-home campaign to make a bold, Big Apple-worthy statement.
Without an up-to-date asset library, we had only days to create fresh product visuals for their entire line to use across dozens of unique placements. Keeping things simple, eye-catching, and honest was the solution to make the most with their colorful introduction.
As a bonus, I got to bring our work to life with motion graphics for digital ads alongside our physical station takeovers.
Any opportunity for chromatic
taxonomy is a project
after my own heart
