I led the development and launch of a bold, unconventional campaign for Reyka Vodka—a uniquely Icelandic spirit with a wild heart. Tapping into the country's offbeat charm, rugged landscapes, and deep-rooted love of vodka, we created a surreal world where a larger-than-life Reyka bottle roamed freely among glaciers, lava fields, and locals. Shot entirely on location in Iceland, the campaign brought Reyka’s small-batch craft to life with an irreverent edge. From striking print to unforgettable events and activations both on- and off-premise, the work gave Reyka a distinctive, globally resonant voice that stood out in a crowded category.