Turning Whisky on its Head
Working under the creative direction of Nick Gordon I collaborated with Dylon Dreyer, Creative Group Head, and Tahlia Jones, Designer, to bring the Whisky Kulcha campaign to life for TOPS at SPAR. From concept development to innovative leaflet design and digital rollout I helped craft a fresh art direction that challenged whisky stereotypes. Using AI to visualise ideas I contributed to reimagining Tops’ traditional leaflet format by creating an engaging flipped layout that celebrated both classic whisky and modern mixology supported by performance-driven digital marketing.
Overview
Each year TOPS at SPAR releases a whisky leaflet showcasing their selection. In 2024 we were introduced to a new narrative under Kulcha at Tops called Whisky Kulcha aimed at reshaping how whisky is perceived and consumed. The core idea was “turning whisky on its head” because the whisky landscape was changing, for good. With younger audiences mixing whisky, more than ever this campaign celebrated both tradition and innovation creating a space where everyone can enjoy whisky their way. I was part of the team from day one helping build the concept shaping the look and feel working on the shoot and rolling it out across digital platforms.
Concept Development and AI Visualisation
Using the research and strategy documents I helped define the campaign’s tone and direction. I built the first art direction document interpreting insights into visual ideas and setting the tone for what Whisky Kulcha should look and feel like. To help the client see our idea clearly I used Meta AI to generate concept visuals crafting early mockups of a flipped whisky world. These helped communicate the Turning Whisky on Its Head concept in an exciting and visual way.
Leaflet Design and Art Direction
The Whisky Kulcha leaflet was designed to reflect a sense of duality. One side celebrated traditional whisky with upright bottles while the other flipped expectations by showcasing modern cocktail culture with upside-down visuals. I worked closely with Dylon Dreyer and Tahlia Jones to guide the layout product arrangement and overall visual storytelling. I also contributed to the photoshoot selecting the right cocktails art directing shots and ensuring the visual tone aligned with our intended mood: unconventional and experimental sensual and sleek atomic and flavourful and full of character all in line with the evolving TOPS at SPAR brand.
Performance Marketing and Digital Rollout
To reach a wider audience we extended the campaign online using performance marketing a results-driven approach focused on measurable impact. Our strategy included Meta ads Spotify audio spots and out-of-home banners all directing users to the Whisky Kulcha microsite where they could explore cocktail recipes and shop. We ensured the digital design echoed the leaflet’s look and feel creating a cohesive and immersive visual journey across every touchpoint.
The Outcome
Through bold art direction and a reimagined leaflet format Whisky Kulcha positioned TOPS at SPAR as a progressive whisky destination that honours tradition while embracing modernity. By combining thoughtful design AI-enhanced concept mockups and performance-driven digital rollout we delivered a cohesive multichannel campaign that spoke to both seasoned whisky lovers and curious new drinkers. This project not only refreshed the brand's approach to whisky but also demonstrated how a strong creative strategy can shift perceptions and drive engagement.