Inner Circle Rum was not made for you. It was made for the Inner Circle and only the Inner Circle and most certainly not for you. Which just so happens to be a great way to sell it by the truckload.

Inner Circle Rum - Not made for you, since never you mind.

The Art Direction for this idea was very delicate as we had to make sure people didn't take the message too seriously. I got to design loads of fun wallpaper backgrounds, hand cut every tiny element for the print/TV and we even ended up tediously creating the stop animation for the cinema ad above.

The following are cinema ads, written to run before particular movies. The latest Indiana Jones, A Rolling Stones documentary by Scorsese called 'Let the Light Shine' and one of the Batman epics.