The NYC premiere of a documentary on Russell's Reserve master distiller Eddie Russell, built around the shape of the bottle.
Industry
Spirits
Role
Experiential Concepts, AI Visualization, Event Design
Timeline
2 months
Russell's Reserve made a film about Eddie Russell to mark his 45th year at the distillery and the release of its 13 Year Old. SoHo Experiential brought me in to concept the premiere at the Alamo Drafthouse in Lower Manhattan, with pieces that could travel to screenings around the country.
I wrote two concepts and visualized them with AI: a rickhouse passage of white oak and charred barrel heads, and The Signature Screening, built around the silhouette of the bottle. The second one was built. Guests arrived on an orange carpet in front of the bottle shape, set into a wall of family-tree emblems, then found poster easels, director's chairs and a drop on every seat in the theater. Over three rounds I added the candy box, the snack tray, giveaways and the back-bar branding. SoHo and Campari's partners produced it, and it premiered June 17, 2026.
45 Years of Eddie Russell's career on film
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