Case Study
Uhuru Rum Promotion
A social-first product spot designed to highlight Uhuru Rum and reach new drinkers.
Project Overview
This project involved creating a short-form social media advert for a rum brand, designed to capture attention quickly while communicating the product’s character and mood. The aim was to produce a visually engaging piece of content suitable for platforms such as Instagram and TikTok.
- Role: Motion designer & 3D generalist
- Deliverables: 30s hero cut, process breakdown, social-ready loops
Brief
The brief was to create a short, punchy advert that reflected the brand’s premium yet relaxed identity. The content needed to feel confident and atmospheric, while remaining suitable for fast-paced social media feeds. My concept centred around using strong lighting, close-up shots, and controlled pacing to give the product presence. I aimed to create a mood-led piece that felt bold without being overly complex, allowing the product to remain the focal point throughout.
Design & Production
During the design and production stage, I focused on how visual decisions could support the brand’s tone
while remaining effective within a short social format. Lighting, framing, and camera movement were used to
create atmosphere and depth, with close-up compositions helping to emphasise product details such as glass,
liquid, and reflections.
Pacing was a key consideration throughout the edit, with careful attention given to timing and transitions
to ensure the advert felt smooth and engaging from the opening frame. I tested different cuts to balance
energy and clarity, making sure the product remained clear and readable. Colour grading was used to enhance
contrast and reinforce a warm, premium feel, while typography and on-screen elements were kept minimal to
support the visuals without distraction.
Outcome
The final advert delivers a concise, visually cohesive piece of social content that highlights the product while maintaining a strong sense of brand identity. Through this project, I developed my understanding of designing for social-first formats, particularly the importance of pacing, visual clarity, and early engagement. Reflecting on the outcome, I would explore testing alternative edits with different hooks and timings to see how small changes could improve performance across different platforms.