01
PALOMA Spirits
After Dark
A one-night launch that sold out the first run in 72 hours (example).
Client
PALOMA Spirits
Year
2025
Role
Creative Director
Agency
Studio Halftone
Duration
4 months
Discipline
Experiential
Campaign
(A)
Context
PALOMA, a small-batch agave spirit, was launching in New York with a modest budget and a crowded shelf. The brief: make people feel the bottle before they ever taste it.
(B)
The bet
Don't throw a party. Build a slow sunset. One room, one hour, light and sound that move from dusk to midnight like the agave itself.
(C)
Process
01 The idea
We built the launch around a single feeling: the warm last light of the day. Every decision, from the invitation to the pour, had to point back to it.
02 The installation
A walk-through room of amber scrims, a live agave garden and a central bar lit from below. A custom score by a local sound artist shifted tempo as the lighting cooled from gold to deep red.
03 The night
Guests entered in small waves, so the room always felt intimate. Content was captured by our own crew and cut into launch films within 48 hours.
(D) Results
72 hrs
First run sold out (example)
1,200
Guests over three nights (example)
9.4M
Social impressions (example)
It didn't feel like a product launch. It felt like an evening people still talk about.
Placeholder Name
Founder, PALOMA Spirits (sample)
(E) Credits
Creative Direction
Jordan Vale
Design Director
Placeholder Name
Copy Lead
Placeholder Name
Producer
Placeholder Name
Production
Sample Studio
Plan the content capture as a second production from day one. The room was so good on camera that we wished we had shot more of it.