Formula 818

OVERVIEW

Formula 818 made its debut during F1 Weekend in Las Vegas, turning the Strip into our runway for the official kickoff of Fat Tuesday’s partnership with Kendall Jenner and 818 Tequila. I led everything; campaign concept, creative direction, event production, partnership alignment, and on-premise rollout to introduce our new 818 frozen cocktails at the exact moment the entire city was running on horsepower and tequila

STRATEGY

We set out to blend 818’s sleek, premium vibe with Fat Tuesday’s unapologetically loud, high-energy personality. F1 weekend gave us the perfect stage: millions of eyeballs, global buzz, and Kendall Jenner in the center of it all. The plan was simple; turn the launch into the moment of the weekend. From the visual identity to the VIP experience, every detail was crafted to spark a long-term partnership and make our 818 drinks feel like the hottest pit stop in Vegas.

EXECUTION

The launch rolled out nationwide, but Vegas got the main event. We kicked things off with a VIP party where Kendall Jenner stepped behind the bar to serve Formula 818 herself; a guaranteed social media detonation. I directed the creative from top to bottom: campaign look, in-store assets, on-site builds, photo ops, content capture, PR flow, and influencer presence. The finished experience blended nightlife chaos with premium brand polish, tied together by one very iconic celebrity cameo.

IMPACT & RESULTS

Achieved exceptional scale and digital resonance, amassing approximately 8 million impressions through a coordinated multi-channel approach. The campaign secured significant media and social traction, featuring coverage from 17 key influencers and 5 major PR placements that amplified the brand's reach across diverse audiences. Most notably, the success of this launch solidified a long-term strategic partnership, establishing 818 as a primary tequila provider for the brand and demonstrating the commercial value of high-tier celebrity and event alignments.