Dry January with Khloé and Kris
Client
Free AF
Location
Los Angeles, USA
Year
2025
Credits
Max Lawton, Campaign Strategy and Digital Lead
Simon Turner, Creative Direction
Steven Fernandez, Production & Talent
The Objective
Dry January is crowded. I wanted Free AF to feel like part of the occasion, not another campaign telling people what they could not have.
The Insight
Most non-alcoholic campaigns lead with what people are giving up. We chose to focus on what they gain: better nights, better mornings, and a drink that still belongs in the moment.
The Execution
I helped build the campaign across talent, culture, paid media, PR, and e-commerce, giving the idea enough scale to work everywhere people were already thinking about Dry January.
