Grey Goose Essences Imagined by SZA
A Nature Inspired Journey Through SZA’s Creative Vision
The Challenge
Grey Goose introduced Essences, a new line of low ABV vodkas infused with real fruit and botanicals, in February 2021. To elevate this launch and build lasting brand equity, Grey Goose sought an innovative, sustainable campaign that would engage a broad audience while connecting deeply with the product’s natural, vibrant essence.
Objectives
The challenge was to create a campaign that not only introduced the world to Grey Goose Essences but also elevated the brand to new heights of awareness and authority. Grey Goose needed to create buzz, stimulate conversation, and generate excitement, especially around the product's innovative nature and unique infusion of botanicals and fruit essences.
Strategy & Execution
In July 2021, Grey Goose partnered with Grammy nominated artist SZA for a one-of-a-kind, immersive performance called IN BLOOM. The experience, which blended virtual and live-action elements, brought the natural beauty of the Essences to life through a dynamic live show. Filmed at Wisdome, a Los Angeles immersive art park, IN BLOOM was streamed live across multiple platforms, offering global access to an exclusive performance featuring new music from SZA’s upcoming album.
My Role
As Design/Creative Director, I played a hands-on role in designing and overseeing the marketing promotion and broadcast package for the entire show. This began with creating a teaser promo to build anticipation for the livestream. I worked under a tight timeline, just one weekend to craft the teaser and sell it to Grey Goose. The teaser would need to match the MullenLowe commercial style, even though MullenLowe didn’t provide any assets.
To solve this, I hired a 3D modeler to build the Grey Goose Essences vodka bottles from client artwork. I then developed a creative brief and concept, incorporating the Essences flora to reveal SZA and seamlessly transition to the Grey Goose logo made of botanical elements. I sourced matching assets from stock sites like Turbo Squid and crafted the teaser in Cinema 4D (C4D) and composited in After Effects. The final treaser was delivering it within 12 days.
Once the teaser was successfully delivered, I focused on creating the marketing promo for the IN BLOOM event. It included visuals of Grey Goose Essences along with an image of SZA, designed to generate excitement and anticipation for the upcoming livestream. This piece was shared on both Grey Goose and SZA’s social accounts to ensure maximum reach and engagement.
Once the promo was successfully delivered, I moved on to conceptualizing and designing the full broadcast package for the show. The first key task was designing the show open, which set the tone for the entire event. I made sure to create a seamless transition from the countdown timer to the live performance, maintaining momentum and excitement from the start. The countdown, featuring prerecorded footage of SZA urging viewers to get ready for the performance that was bookended with the promo and teaser repurposed with tune-in information.
After completing the show open, I focused on the rest of the show packaging, including lower thirds, transitions, bugs, and the thank you for watching end card graphic. These elements were all designed with precision to enhance the viewer's experience, ensuring they flowed cohesively throughout the livestream. Each design choice was aimed at building anticipation, maintaining engagement, and leaving a lasting impact on the audience.
Every element of the broadcast package was carefully crafted to align with the immersive nature of the event, ensuring that the show felt seamless and dynamic from start to finish.
Results
The IN BLOOM performance was an instant success, breaking records with over 7.7 million views in under an hour, and a total viewership of 2.1 billion. The immersive experience resonated not only with fans but also with press and influencers, generating over 200 media stories and 1.5 billion impressions. Grey Goose’s strategic collaboration with 64 influencers led to a massive 100 million reach across social platforms, while Spotify paid media efforts generated 9.1 million impressions.
The IN BLOOM concert saw substantial engagement with 43,331 page views, resulting in 400 cocktail kits sold by August 2021. Beyond paid media, the live stream continued to perform organically, with 355,000 additional views post-campaign.
Conclusion
By collaborating with SZA and blending innovative tech with a deep-rooted connection to nature, Grey Goose Essences became more than just a product—it became an experience. As hands-on Creative Director, I was involved in every step of the broadcast package design, ensuring that the visual elements—from the teaser promo to in-show graphics—were cohesive, dynamic, and in perfect alignment with the brand’s core values of natural purity and sensory excitement. The campaign exceeded expectations in viewership, media coverage, and sales, positioning Grey Goose Essences as a leader in both the premium spirits space and the world of immersive digital experiences. IN BLOOM set a new standard for creative partnerships and product launches in the industry.
