The art of mixing

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Client

Disaronno

Year

2010 — 2015

Activities

Creative strategy

UI UX

Dev

Video production

Social media managment

Related services

Creative Strategy and Contents

CGI & Mixed reality AR. VR. Interactive

Creativity, technique, taste, aesthetics, and originality. .
The art behind mixology

The project

The Mixing Star is the Disaronno worldwide contest dedicated to the art of mixology. More than 1000 bartenders from 14 countries challenge each other in search of the best recipe. We worked with the legendary friends of Adverteam on digital communication and production of video content for the promotion of all events from 2010 to 2015.

2014 — The Mixing Star Lab

2014 saw a special masterclass designed to support the professional growth of the participating bartenders: 2 days of alchemy, new ingredients, and sensory experimentation in search of the perfect taste.

The concept

“The art of Making a Disaronno Cocktail”

The challenge of the contest for this edition was to reinterpret the Disaronno Sour--to create a new take on a classic and offer it as a signature cocktail. To communicate the initiative and encourage registration, we created and produced the launch video, choosing as the theme the story and poetry that live behind the creation of the most original recipe. An evocative treatment that combines slow motion, illustrations, vintage aesthetics, and motion graphics content, seeking the perfect mix between science and creativity, technique and flair, brand heritage and modernity.

The concept

Marsala — The bootcamp

For 2 days, the Cantine Florio, the mecca of Italian Marsala, hosted the selected bartenders in a clinic that dealt with chemistry and the creativity to discover ingredients, techniques, and secrets shared by taste scientists.

Digital platform

We designed the digital communication platform that publicized the initiative and collected registrations for the LAB; we made it multilingual and localized for the various markets.

2015 — The Mixing Star 3rd edition

How a new cocktail is born, what inspires a bartender to create a new recipe, and how they prepare for the event. For the communication campaign of the fifth edition of the contest, it was decided to tell the "behind the scenes" story of the contest preparation, the tricks, the tests, the advice, and all the sensations that a mixologist experiences to get to the creation of their signature cocktail.

The concept

We imagined looking into the head of a bartender days before participating in the contest, and thus telling their story.

A visionary video that visually plays with the passage of time to stage monologues in the mirror, attempts, errors, travel, and friendships to arrive at the perfect solution. The video was shot in various locations in Italy and London, and involved some of the best known names in the international bartending scene, such as Salvatore Calabrese, Simone Caporale, and Tess Posthumus, the winner of the last edition.