OVERVIEW
In a world of constant scrolling, disconnecting isn’t easy—but Heineken believes the best way to unplug is by being present with friends IRL. Heineken’s #SocialOffSocial campaign celebrates real-life connections, encouraging people to disconnect from their screens and enjoy time with friends. In collaboration with DJ and influencer Bryan Griffin, Chris worked to bring this vision to life in the Hamptons, capturing a day spent offline with friends— from a casual hangout and BBQ to dancing at a club — all centered around Heineken as the catalyst for shared experiences. The concept combined playful, candid moments with a narrative hook: a pack of Heineken prompting friends to set their phones aside and engage with each other.

OBJECTIVE
The campaign aimed to showcase Heineken as the companion for memorable offline moments, creating social content that felt lively, relatable, and shareable. The video needed to highlight natural interactions, a sense of spontaneity, and the brand’s role in facilitating fun, authentic experiences – all wrapped in a low-fi Y2K aesthetic that evokes nostalgia and levity.

CREATIVE APPROACH
Chris led the creative from concept to delivery — building the treatment, art direction, and shotlist, and shooting and editing the piece. Filming over one day, he crafted a playful, cinematic story using dynamic pacing to capture both humor and connection, and deliver a concise, energetic social ad.The result was a fast-paced, sun-soaked campaign spot that perfectly captured and communicated Heineken’s campaign message: Disconnect to Reconnect