The Brief
Launch Dan’s Daily as Australia’s go-to digital destination for all things drinks. The goal was to position Dan Murphy’s as more than a retailer a cultural tastemaker in the drinks and entertaining space through a stylish, lifestyle-led platform that felt modern, editorial, and highly engaging.

The Idea
We built a bold content ecosystem that reimagined drink culture through a fashion-forward lens. Over 100 assets including motion, food and drink styling, recipes, and educational content brought everyday moments to life with a quirky, elevated twist. The creative leaned into high-contrast lighting, hard-flash stills, and unexpected set styling to challenge traditional liquor visuals and create a distinct, scroll-stopping aesthetic. Dan’s Daily wasn’t just a campaign — it was an experience designed to inform, inspire, and spark cultural relevance across every channel.