Russell’s Reserve Bourbon: Multi-Year Content Partnership & Bourbon Board

Client: Russell’s Reserve Bourbon
Year: 2021-2024
Role: Content Creator & Bourbon Board Member
Brief: Russell’s is launching an initiative called “Reserved for All” that seeks to make bourbon more inclusive of all moments, all people, and all drinking styles. In support of this program, we’re looking to engage the right people to help share Russell’s Reserve’s stories and values, and to extend the impact of “Reserved for All” into their communities (using extra funds allocated specifically for that purpose).

Served as a multi-year partner and member of Russell’s Reserve’s Bourbon Board, a brand council focused on expanding cultural accessibility and encouraging diverse audience engagement. Produced authentic, narrative-driven content for product releases, editorial marketing assets for brand use, community-focused initiatives, and annual giving programs.

2022 Bourbon Board Meeting & Distillery Visit, Louisville, Kentucky

Aim: Support the Reserved For All initiative, making the bourbon category feel welcoming and accessible to consumers across race, gender, cultures and markets through authentic storytelling that’s grounded in realness but elevated with high-quality content production.

Structure & Deliverables: Long-term multi-phase partnership program, blending content creation with brand ambassador and creative consulting responsibilities for a hybrid brand partner role that created impact for Russell’s Reserve, its consumers and our local communities.
-Delivered engaging content spotlighting seasonal sales objectives and signature bottle collections across each calendar year.
-Annual $5k donation programs, custom-designed by each creator to support our local communities through initiatives that felt personal and impactful.
-Hosted live events, participated in distillery trips, and collaborated with internal brand teams and fellow Bourbon Board members to guide inclusion within brand direction and develop storytelling that connected personal experience and beliefs with brand values.
-Created original (non-influencer) branded marketing assets for use across client-owned social channels and marketing platforms.

Approach: Infuse my personal passions, communities and life experiences into a tiered and lasting content strategy that brought the Reserved For All spirit to life in real time and stayed true to my beliefs across all touchpoints.

Engaging and personal editorial content stories

Notable Achievements:

  • Advised on marketing initiatives and diversity-focused brand initiatives, contributing creative ideas and personal testimonials to help shape the way forward in the bourbon category.

  • Executed three community-based donation initiatives, empowering organizations and creatives in New York City and across the country:

    • 2021: Partnered with CCNYC to create four Creator Grants for promising individuals in the creative industries, to be used on portfolio development, equipment purchases and general investments to power their businesses. As an entrepreneur and creative who’s been sowed into over and over again, it meant a lot to give to other young professionals at the beginning of their journeys.

    • 2022: Donated $5000 to In Our Hearts NYC’s Fridge Fund, providing free food across Brooklyn to help those in need. As a resident of Bed-Stuy, an area experiencing major gentrification and suffering from the city’s rising costs of living, I know how important it is to take care of our own, so it was a beautiful experience to contribute in such a significant way.

    • 2023: Launched the 2024 Golden Arrows Grant Program, offering $2000 and $1000 filmmaker grants to rising filmmakers across the country. As an actor, screenwriter and producer who’s created films and worked the festival circuit, I know the major hurdles of realizing your dreams in the medium and every dollar counts.

  • Designed and hosted branded dinner (2024) celebrating excellence in creative craft among a hand-picked list of my favorite creators and hosted an intimate rooftop happy hour (2021) celebrating a return to normalcy and community in post-pandemic life.

  • Hosted IG live with fellow Bourbon Board member, Rich Tu, spotlighting the art of the Old Fashioned and sharing an original recipe that we designed with Russell’s Reserve master bartender and brand ambassador.

Striking product-focused imagery used in content deliverables and asset packages

Exclusive branded summer soiree celebrating my favorite NYC creators

Editorial asset packages for brand-owned channels

Content spotlighting 2022 community donation effort with In Our Hearts NYC