Ian Lauria-Post
BHAKTA Spirits
Creative Direction
Video Direction
Year
2023-2024
U.S. Brand Campaign
Time In A Bottle
The challenge. Introduce a new house of vintage spirits to an American audience with no prior awareness of it.
The idea. Every heritage spirits brand runs on the same three forces: time, scarcity, and a keeper of the craft. BHAKTA already had all three. What it needed was for people to feel the discovery rather than be told about it, so I made the founder's own hunt for lost vintages the campaign.
The work. A 30-second hero film directed with Raj, establishing him as the face of the house and the front door to the campaign across organic social, YouTube, and paid. A ten-part unscripted series shot over several weeks with Raj and Leo inside the Armagnac library, going deep on history, tasting notes, and the story behind each vintage. Product photography at the Vermont campus. Social and paid cutdowns versioned from the long-form. An experiential brand event at the campus and vineyard to close it out.
Hero film, tasting series, cutdowns, imagery, brand event. One platform, built end-to-end.
Result. The hero film passed 125,000 organic views in its first week.