A Tale of Alchemy
A social-first branded entertainment campaign for Grand Marnier, designed to refresh a heritage spirit for a modern Instagram audience.
Quick Facts
Client: Campari UK (Grand Marnier)
Platform focus: Instagram
Services: Branded Entertainment, creative direction, photography, film, post-production
Deliverables: Campaign concept + visual identity, stills, story-first video cutdowns, mixed-media assets
The Brief
Grand Marnier needed a contemporary visual narrative that respected its legacy, while making it feel relevant, expressive, and culturally current on Instagram.
The campaign had to be recognisable at a glance, and flexible enough to work across stories, feed posts, and future collaborations.
The Meaning
The audience needed to feel three things, fast:
This is heritage, made modern.
This brand has taste, not just history.
Grand Marnier belongs in today’s mixology, fashion, and creative culture.
The Craft
We built the campaign around character-led “tales”, each designed to work as a short story, not an advert:
A distinct visual identity (mood, lighting, palette) to keep every asset coherent across mixed media.
Contrast and transformation in camera and post (high-key vs low-key worlds, then merged into a dynamic mosaic).
Practical storytelling hooks designed for social viewing, where attention is earned in seconds.
The Deliverables
Branded entertainment video chapters (feed and story formats)
Still photography library for campaign roll-out
Social-first cutdowns for Instagram stories
Supporting mixed-media assets aligned to the campaign look
The Outcome
Deployed as a social campaign built for repeatable use, not a one-off shoot.
Strengthened brand preference by linking the product to contemporary culture and craft.
Created a flexible asset system that could be repurposed as a conversion tool across web, social, and future ambassador collaborations.
the Cocktail AlchemistFeaturing Victor Maggiolo, a maestro of mixology at London's Savoy Hotel, we spotlighted his art of entertainment and skill.
Amid the dimly lit ambience of a prestigious club, Victor accepts a thrilling challenge from guests, crafting a cocktail blindfolded, showcasing his flair and concluding with the signature Grand 75.
a Tale of SpiritsStefano Chilà's narrative embraced his dual essence—sophisticated professional Spirit Sommelier at Annabel’s Club by day, charismatic hipster by night. We created contrasting scenes to mirror these facets: a high-key, bright set highlighting his professional prowess and a low-key, darker ambience reflecting his off-duty persona. The culmination? A dynamic mosaic blends these worlds through post-production magic.
High-Key set (above) - Stefano, clad in his professional uniform, masterfully crafts his signature concoction—the Grand Sidecar. Around him, a ballet of hands elegantly delivers each ingredient and tool needed for the art. But here's our secret: every assisting hand is Stefano's, brought together through the enchanting wizardry of post-production.
Low-Key set (below) - Transitioning to his time off, Stefano's persona shifts. Adorned in casual attire, his tattooed arms narrate stories of their own. In this intimate setting, mysterious hands emerge, playfully urging him to blend more of his mixological marvels, showcasing a world where creativity never rests.
We also crafted a dynamic mosaic to infuse life and a multiplicity of interpretations into this tableau. Merging the high-key and low-key sets, we assembled a series of shots in post-production, creating a rich tapestry that blurs the lines between Stefano's professional mastery and his personal passion for mixology.
A Tale of Spirits video for Instagram stories
– check your volume! –
a Tale of FashionIn the Tale of Fashion, we ventured beyond the conventional boundaries of storytelling, weaving a narrative that marries the timeless elegance of Grand Marnier with the transformative power of fashion.
Drawing inspiration from the enchanting Fairies Dance for Aurora in Tchaikovsky’s ‘Sleeping Beauty’, we imagined a realm where the ordinary becomes extraordinary, and the essence of creation is celebrated through the alchemy of style and substance.
As dawn breaks in our oversized atelier, a place of dreams and possibilities, industrious fairies awaken. This isn't just any workshop; it's a world where cotton reels tower like skyscrapers and red ribbons cascade like waterfalls from the heavens. Here, the ingredients of fashion—ribbons, fabrics, cotton reels, needles, and pins—hold the power of transmutation, not just for garments but for the very soul of style.
The scene comes alive with a symphony of movement as these ethereal beings pass each ingredient with purpose and grace. Like the meticulous choreography of the Fairies Dance, each action is deliberate, transforming the mundane into the magnificent. Liquids morph into textiles, and textiles into tales, all within the hands of our fashion fairies, who work their magic to stitch together the fabric of a narrative as rich and complex as the liqueur itself.
As the scene unfolds, the atelier bursts into a kaleidoscope of activity, with fairies shaking and stirring, not cocktails, but the very essence of creativity.
The result is a harmonic production chain that culminates in a beautiful piece (or, in our whimsical retelling, a magical cocktail) that embodies the spirit of Grand Marnier—timeless, elegant, and unmistakably grand.
The Craftsmen Behind the Curtain
This narrative was brought to life by our team of Convoiteurs d’Émotion:
creative lead & director of photography // Marco Joe Fazio
filmmaking // Bradley Dove-Dixon
art direction // Benedicte Arora
set & props styling // Harriet Porter
key scenic // Ken Curl
fashion styling // Martha Welles
hairstyling // Dar Barot
make-up // Fanny Burgos
1st assistant photographer // Marian Alonso
assistant photographer // Wayne Maurice Smith
set & props assistant // Rae Howard
wardrobe assistant // Sophie Dampier-Jeans
hairstyle assistant // Daniel Rachev
acrobatic rigging // Edward Gosling
acrobats // Jackie Le, Anna McDonnell, Will Davis
models // Mei-Li Burnside, Sara D’Ettorre, Marleen Mathews, Rachel Joy
cocktail alchemist // Victor Arguello Maggiolo
spirit alchemist & consultant // Stefano Chilà
a special thanks to Bryn Griffiths and Adam Cooper for their technical support on medium format cameras