Ian Lauria-Post



BHAKTA Spirits

Role
Creative Direction
Video Direction

Year
2023-2024 Index
U.S. Brand Campaign

Time In A Bottle

BHAKTA holds the oldest collection of Armagnac on Earth, with vintages dating back to 1868, alongside rare vintage rum and rye. Founded by Raj Peter Bhakta and Leo Gibson after they built WhistlePig, the house runs on a single idea: time in a bottle.

I led creative and video direction for BHAKTA’s US launch, introducing a house of vintage spirits (Armagnac from 1868, rare rum and rye) to an American audience that had never heard of it. Instead of telling people about the brand, we built the campaign around the founder’s search for lost vintages. It included a 30-second hero film, a ten-part unscripted tasting series shot in the Armagnac library, product photography at the Vermont campus, social and paid cutdowns, and a brand event. The hero film passed 125,000 organic views in its first week.











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