An provocative and immersive multi-channel advertising campaign designed to introduce the iconic Amuerte Gin to the Italian market. Centered on its unique distillation process featuring premium Peruvian coca leaves, this project explores the psychological interplay between prohibition and fascination, bringing a mysterious, high-end luxury aesthetic to urban spaces and digital screens.

As the Art Director, I developed a comprehensive visual narrative built around the core concept: “What is forbidden attracts us the most.” By positioning the brand as an elusive object of desire rather than a standard spirit, the campaign spans striking Out-of-Home (OOH) subway billboards, a cinematic TV series-style commercial concept detailing an adventurous quest, and premium supermarket experiential corners. Every touchpoint—from the dramatic, shadow-filled lighting of the “Forbidden Room” to the gold-accented, skull-centric typography—was crafted to make Amuerte not just visible, but deeply coveted.