Objective:

Initiate a new, industry-leading, pop culture recognition program, honoring young tastemakers in the beer, wine, spirits, and cannabis space.

Strategy:

Starting from just a list of names in 2013, the strategy was to engage the nominees and encourage participation in the program, first with supplied headshots, and ultimately evolving to a highly-anticipated, large-scale photo shoot and industry event annually.

Results:

A benchmark annual program for industry professionals in both acclaim and access. Evolving into a deeply-reviewed “It List” that uncovers outstanding work from often under-recognized and forward moving pioneers, the Future 40 continues to showcase the passion, talent and innovation of up-and-coming tastemakers.

Production Tasks:

Communicate and coordinate intricate attendee scheduling, and all photo production considerations, including commisioning photographers, securing locations, hair+makeup support, craft services, and on-set relations and direction. Oversee final post-production, broadcast and archiving.