A hot vodka launched into a city that is very specific about who gets to speak for it. The program ran on local radio, in person, with hosts the audience already trusts, and the creative direction was mostly about what not to do: no borrowed slang, no one-day spectacle, no brand voice sitting on top of a station voice.
The keypoints the hosts worked from — authenticity, the limited-time drop, the sensory read on the product, and a plain instruction to stay in their own register — were written by Madison Thomas and James “JT” Thigpen under my direction, so every remote sounded like the station rather than like an ad break.
