Project Overview
Chamère is a sparkling new drink created by G&J Distillers in partnership with Netflix and Paramount, inspired by the stylish, effervescent world of Emily in Paris. I was brought on to art direct and design the key visuals and launch toolkit, helping introduce the product with the same flair, romance, and Parisian elegance that defines the show.
My Role
As Art Director and Lead Designer, I was responsible for:
Concepting and crafting the key visual (KV) for the product launch
Designing a comprehensive visual toolkit for both digital and physical activations
Ensuring the creative direction aligned with the Emily in Paris brand aesthetic
The Challenge
This was more than just a product launch—it was a lifestyle moment. The visual direction needed to:
Feel instantly recognisable to fans of Emily in Paris
Capture the romantic and luxurious tone of the show
Maintain a balance between product storytelling and pop-culture appeal
Creative Approach
I drew visual inspiration from the show’s signature aesthetic: bold yet feminine, modern with vintage nods, playful but premium. Key creative elements included:
Chic Parisian backdrops and elegant colour palettes
A focus on lifestyle-driven storytelling around the drink
Glamorous compositions that would feel at home on both a billboard and an Instagram feed
Execution
Deliverables included:
A striking key visual used across advertising, retail, and press materials
A launch toolkit covering POS assets, digital banners, and social media templates
Design guidelines to ensure consistency across all brand partners and territories
Results & Impact
The campaign successfully introduced Chamère as more than just a drink—it became an extension of the Emily in Paris universe. The visuals helped drive excitement and press coverage around the launch, while retail and digital activations brought the brand to life in stores and on screens globally.
ClientG&J DistillersServicesArt Direction & Design
