Uhuru Rum Promotion

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. It had to hold up on Instagram and TikTok, where people scroll past in a second.

• Role: Motion designer & 3D generalist
• Deliverables: 30s hero cut, process breakdown, social-ready loops

The brief was to create a short, punchy advert that reflected the brand’s premium yet relaxed identity. It had to feel confident and a bit cinematic, and still work in a fast feed. My concept centred around using strong lighting, close-up shots, and controlled pacing to give the product presence. I wanted it bold but simple, so the bottle stayed the thing you were looking at.

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 the timing and the cuts worked over until it held from the opening frame. I tested different cuts to balance energy and clarity, making sure the product remained clear and readable. The grade pushes the contrast and keeps it warm, so the bottle looks expensive, while typography and on-screen elements were kept minimal to support the visuals without distraction.

The advert is short, holds together, and puts the bottle in front of people without losing the brand. Through this project, I developed my understanding of designing for social-first formats, particularly how much pacing matters, and how quickly you have to earn someone's attention. 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.