This campaign was designed to position This Is Skinny as a distinctive, health-conscious player in the canned cocktail space. Centred on the theme “The Healthier Cocktail Choice”, the video showcased ingredient transparency, reduced sugar content, and the brand’s guilt-free appeal through sharp visuals and clean motion graphics.

Originally scripted as a 40-second concept, the project evolved into a 15-second format after assessing This Is Skinny’s growing but limited fanbase, optimising the edit for higher retention and stronger performance on social platforms. The concise format reinforced the message quickly and clearly, reflecting the brand’s minimalist, transparent ethos.

With a presenter-led narrative, ingredient comparisons, and precise art direction, the final film embodied a balance of education and style, creating a visually consistent foundation for the brand’s future digital storytelling.