Diageo World Class HKMO 2022 & 2023

Every year, all levels of bartender from around the world join Diageo World Class, a world-renowned mixology competition, in hopes to represent their country and compete with other global mixologists to become the Bartender of the Year. Comprised of 4 rounds, from the WC Studio to the virtual and live judging round, right down to the final showdown, the campaign lasted 5 months of blood, sweat, and tears. For this campaign, my roles included:

Video director
Content creation
Social media manager (Including planning of calendar and content)
Online ad marketing

Story of the Final 6

One of the most important video tasks in this campaign were the short documentaries of the 6 last-standing bartenders in the final showdown. Each video captured their human moments and displayed a more intimate side of their personal lives that was unrevealed before. First starting off with an interview with each contestant, we used that information to plan the locations and shots necessary. Then comes the storyboarding, where I had to create a storyline with relevant mood of shot and edit style to convey the right feeling. Shooting and post-production came after, with the key to explore a unique style in each video.

Other video tasks included the directing of event highlights and interview videos, which comprised of working hand-in-hand with the motion graphic designer to make sure the videos’ identities fit the brand.

‘My Go-To’ with the 2023 Judges

Part of the campaign required judges to make a video about their go-to drinks as an introduction to contestants prior to the competition. My role included the motion graphic side of things plus general editing of their clip.

Social Media Management

As the social media manager as well for this campaign, I was responsible for managing the entire social media page of @worldclasshkmo, including creating a social calendar that illustrates the frequency of posting and content of posts, plus directing the style and look of the content, such as engagement tools like polls, trivia, reminder etc. Besides that, I also managed the monetizing of the ads and promotion of posts on platforms such as Facebook and Instagram.