Twisted shotz
Pitch
Creative Challenge: Break through the “shot wall” to excite a young audience and secure a spot in their “party shop list
Our ways in were simple: First, positioning Twisted Shotz as the friend who gets the night started—the spark that shifts any hangout from low-key to full energy. And second, framing it as the bold twist that transforms an ordinary party into something unforgettable.
Agency: One Horizon
Executive Vice President: Roberto Alcazar Executive Creative Director: Todd Feitlin
Creative Director: Giselle Rafful. Associate Creative Director: Jose Ibanez
Art Director: Cara Cohn
Concept 1: Call the shotz
THE CAMPAIGN
Twisted Shotz positions itself as the friend who gets the night started—the spark that shifts any hangout from low-key to full energy. More than just a shot, it’s framed as the flavor-packed catalyst and rallying cry that brings people together and kicks off the fun everyone’s been waiting for.
VISUAL STYLE
Showing women in power toasting to moments of calling the shots
TONE OF VOICE
Rallying cry to the shot callers
Visual breakdown
Key lockup
It’s a heavy, ultra-bold block sans serif with thick, sturdy letterforms and tight spacing. The weight gives it authority, while the rounded corners keep it from feeling harsh or aggressive. It reads like someone who walks into the room, claps once, and suddenly everyone’s paying attention.
The stacked layout and chunky proportions make it feel decisive and leader-like—a font that doesn’t ask, it tells. It has a rally-cry energy: direct, unapologetic, and built for big personalities who bring people together and set the tone for the night.
Images
Channeling the bold confidence of Rosie the Riveter–style propaganda, I wanted women to feel iconic and in control. Strong, upward poses and subtle low angles make them look powerful and decisive.
Bright, saturated backdrops amplify the energy and allow the colorful shots to pop. The styling mirrors that vibrancy, creating a visual that feels fearless, modern, and celebratory.
Concept 2: Bring the twist
THE CAMPAIGN
This campaign positions the product as that same spark—bold, unexpected, and impossible to ignore. It celebrates the flavor that transforms an ordinary hangout into the moment everyone remembers, encouraging people not to just show up to the party, but to bring what turns it into the party.
VISUAL STYLE
A bold, colorful snapshot of everyday hangouts—capturing the chaos, joy, and surprise of a normal Friday night with candid, in-the-moment photography and playful props that make it feel like you’re right there, freezing the fun in a photo-album memory forever.
TONE OF VOICE
Spontaneous, adventurous, and ready for whatever the night brings. It encourages people to lean in, shake things up, and see where the moment takes them.
Visual breakdown
Key lockup
A bold, condensed, all-caps display sans serif used oversized and on an angle to feel loud, confident, and in motion. The electric green adds chaos and energy, making the type feel like a disruptive call-to-action that crashes into the moment and sets the vibe.
Images
Inspired by the Gen Z-led revival of 2000s digital cameras, I'm using that aesthetic to capture "controlled chaos"—think a pool in the living room or a spontaneous onesie night. The photos are candid, full of laughter, and feel like they were taken by your best friend during a normal night with a twist.