The Idea

Benny was launching limited edition flavours into Target, and limited edition runs on urgency; you have to make people want it before it's gone. Beverage launches usually sell that with the product itself: clean backdrop, cold condensation, hero can. It tells you what the drink looks like, not why you'd reach for it.

So we went at it sideways, through 90s rom-coms. The warmth, the chemistry, the cinematic romance of an iconic couple. Each flavour became a moment worth remembering rather than a can on a surface. Playful storytelling, shot through a commercial lens.

The Work

Benny came to us with a feeling; not a brief, not a reference deck. We pitched the entire thing back: the idea, the location, the storyboard. I ran it as creative director and producer, and edited the photo set.

The casting carried the concept. You can't direct chemistry into a frame, so we cast Serena Pitt and Joe Amabile — a couple the audience already knows as a couple. That did the work a rom-com does in its first thirty seconds, before anyone has spoken.

The other constraint was where it all had to live: in-store, social, and digital. An end cap at Target, a vertical feed and a web banner want different crops, different negative space and different amounts of story in a single frame, so the shot list was built for all three at once rather than shooting the campaign and cropping down after.

The Result

Over 150,000 views in the first 24 hours, and more than 2,000 new followers for Benny. The launch ran as a collaboration with Target's own page, which put the work in front of their audience rather than only Benny's — the reason a limited edition drop moves at the speed it needs to.

The Team

Creative Direction & Production — Sharuka S. (@sharuka.jpg)

Assistant Director & Photography — Johnavan Thomas (@johnavanthomas)

Cinematography & Editing — Stephan Charles (@filmbystephan)

Lighting & Photography — Sharujan S. (@ss.vsns)

Photo Editing — Sharuka S. (@sharuka.jpg)

Cast — Serena Pitt and Joe Amabile