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arturo

morales

Hero visual of Evan Williams 1783 bottle captured in a baseball glove against a cinematic stadium backdrop.

Overview

A collection of integrated campaigns for Evan Williams Bourbon, spanning brand partnerships with the Major League Baseball (MLB)—a cornerstone of America’s pastime—alongside digital storytelling and product-focused promotions. Each campaign demonstrates how consistency in visual identity and storytelling can adapt across multiple sub-brands while preserving the heritage of one of America’s most iconic bourbons.

SOFTWARE

AdobeCC

Photoshop

Illustrator

InDesign

Lightroom

AfterEffects

Figma

CHANNELS

ATL

BTL

Digital

B2C

SKILLS

Art Direction

Graphic Design

Retouching

Creative

Animation

Editorial Design

Web UX/UI Design

Photography

`•→` Partnership with the MLB

Brand partnership launch

Brought the Evan Williams x MLB collaboration to life with heroic key art and a fast, modular social system for playoffs and marquee moments. Photography direction and heavy compositing turned tabletop assets into on-field storytelling.

Transformation composite: raw studio bottle replaced background with a 3D stadium build, glove cleanup, reflections, and atmospheric light.

Matchup tiles, playing cards, and other social media graphics.

Creative social media post with tagged accounts to discover the hidden message.

Creative social media post with tagged accounts to discover the hidden message.

`•→` American-Made Heroes

Honoring veterans through stories worth toasting

Social-first creative celebrating the American-Made Heroes Foundation and veteran honorees. Crafted a respectful, cinematic language across static and motion pieces, anchored by clean typography and service-forward iconography.

`•→` Straights

Bottled-In-Bond and More!

A cohesive platform for Bottled-In-Bond across print, OOH, and social. The big B monogram, tactile engravings, and proof-forward copy built a premium yet approachable look that scales from posters to stories.

Three executions balancing barrel craft imagery, flowing green drape texture, and ingredient/process grid.

Three executions balancing barrel craft imagery, flowing green drape texture, and ingredient/process grid.

`•→` Flavors

Flavor the moment across Apple, Honey, Peach, Cinnamon, and Cherry

A bright, kinetic system for the flavored lineup—snackable motion loops, pattern fields built from tasting notes, and playful promo mechanics. Color-driven sets keep each flavor distinct while feeling part of one family.

Animated tiles: looping pattern reveals built from sliced fruit shapes and crisp type.

`•→` Egg Nog

Seasonal classic with a cozy, ready-to-serve story

Holiday campaign blending warm tabletop cinematography, sparkling bokeh treatments, and a lightweight landing page to convert seasonal interest. Pre-AI retouching emphasized label relief, frosting, and glass highlights.

`•→` Unreleased Concepts

Redefining the visual identity for a modern bourbon portfolio

This series of creative experiments explores a vibrant, high-contrast aesthetic for the Evan Williams Flavors line. Developed as alternative creative directions during my time at the agency, these concepts prioritize bold color theory and dynamic lighting to elevate the brand’s shelf presence and digital appeal. They represent a "premium-first" vision for the label’s launch.