For the Be the One campaign, I collaborated with Advertising and Marketing Jamaica (Admark) as a Graphic Designer, Motion Designer, and Editor, contributing across multiple stages of the project for Dragon Stout. I played a key role in the campaign’s bold bottle rebranding, developing graphic design concepts that blended the brand’s heritage with a strong contemporary edge.
In addition to design, I was responsible for the product photography and served as the editor for the main commercial, delivering the primary cut of the spot. The campaign featured dancehall artist Masicka and explored themes of positive masculinity, mentorship, leadership, and resilience, encouraging young men to step into purposeful roles within their communities.
The project was led by Kibwe Dunn as Art Director, with Arnold JJ Foote and Jermaine Johnson serving as Creative Directors. Through close collaboration with the Admark team, the campaign reinforced Dragon Stout’s cultural significance while delivering a powerful narrative driven by strong visuals and storytelling.
Additional concepts I pitched for the campaign are included at the end of this project, offering insight into my creative thinking and approach beyond the final executions.
