The Brief

Everyone knows alcohol is measured in 'units,' but few truly understand what that means. As part of their DrinkIQ initiative, Diageo aimed to demystify alcohol units by framing them in the context of their real-life impact.

To achieve this, we developed a global campaign that brought units to life in a relatable and visually engaging way. I collaborated with King Henry Design and the talented illustrator Conrad Garner to produce a striking illustration campaign that “humanised” units. I then contributed to applying motion design, adding subtle movements and expressive facial emotions to make the visuals even more impactful.

The campaign was successfully deployed across social media and press, resonating with audiences.