Devil's Grin Gin's Devilishly Creative Launch Campaign
When Texas-based Devil's Grin Gin set their sights on expanding to Florida, they chose Ford Media Lab to bring their vision to life—a partnership that would redefine what's possible in spirits photography.
This wasn't your typical product launch. Devil's Grin Gin's Creative Strategist specifically sought out Ford Media Lab for two key reasons: our Florida geography and our innovative AI-enhanced approach. The brand has never been one to play it safe with their visuals, and this campaign would be no exception.
Our creative team dove deep into Florida's most iconic—and sometimes infamous—cultural touchstones. From the wild world of Tiger King (Carol Baskin's Big Cat Rescue was right here in Tampa) to the enchanting Weeki Wachee mermaid shows, from year-round sunshine to uniquely Floridian eccentricities, we crafted concepts that were unmistakably local with that signature devilish twist.
But here's where the magic happened: using AI image generation tools, we spent countless hours refining each concept until it was print-ready for use as a studio backdrop. Each generated image contained subtle devilish details that would make viewers look twice—a signature element that perfectly captured the brand's playful sophistication.
Our in-house retoucher prepared each AI-generated backdrop for large-format printing, setting the stage for a studio shoot that captured ten distinct "locations" in a single day. The printed background approach gave us complete creative control over the foreground, allowing us to perfectly stage bottles, cocktails, and props against these impossible scenes.
The crown jewel? An underwater scene featuring a martini-drinking mermaid—a shot that would have been logistically impossible and prohibitively expensive using traditional methods. Instead, we delivered maximum creativity with complete control, efficiency, and cost-effectiveness
Post-production brought select images to life through animation tools, creating video content that extended the campaign's reach and impact. The results were so compelling that Devil's Grin returned just two months later for a second shoot using the same innovative approach—proof that this hybrid method isn't just novel, it's the future of commercial photography.
This project exemplifies how quickly the creative landscape is evolving. New tools enabled us to increase both creativity and output while delivering results that traditional methods simply couldn't match. For brands willing to embrace innovation, the possibilities are limitless—and delightfully devilish.
Client: Devil’s Grin Gin
Location: Ford Media Lab
Photographer: Kyle Ford
Art Direction and Set Styling: Rachel Ford
If you're looking for a creative partner who can bring your brand's vision to life with precision and innovation, Ford Media Lab is here to help. Let’s explore what we can create together—combining classic techniques with the next wave of creative tech.