MR BLACK: THE ORDER OF THE ESPRESSO MARTINI

OVERVIEW

This immersive experience inducted bartenders and tastemakers into Mr Black’s Order of the Espresso Martini at Tales of the Cocktail. Framed as a tongue-in-cheek coffee cult, the activation celebrated true espresso martini culture through ritual-driven design, atmospheric staging, and specialty cocktails crafted by top partner accounts. Music, tarot readings, and devotional visual details transformed the evening into a playful ceremony that reinforced Mr Black’s role as a champion of serious coffee cocktails.

competencies

Brand Experience

Two people dressed in black cloaks and gold masks hold cocktails in front of a dark background with a banner reading 'MR. BLACK' and 'Cold Brew Coffee Liqueur'.
A crowded event inside a large church-like hall with stained glass windows, high arched ceilings, and hanging lantern lights, with people socializing and a DJ booth at the back labeled 'MR. BLACK'.
A hand wearing a gold glove holding a glass of dark cocktail, emerging from behind black curtains, with a second golden-gloved hand holding a similar glass nearby.
A woman with curly hair smiling and holding a cocktail, seated on a bench against a backdrop with a graphic design and the words 'MR. BLACK'.
A person with tattoos and beard sitting cross-legged on a white ornate altar with candles, in front of a large, gilded, and ornate religious structure, inside a historic church or cathedral.
A woman with glasses, curly hair, and tattoos sitting at a table with tarot cards and a photo, in front of a shelf with bottles and candles, behind her a sign says 'Mr. Black', in a room with textured, warm-colored walls.
Two women smiling and holding cocktails in a bar with stained glass windows in the background.
Person stirring an amber-colored cocktail in a glass with a cocktail stirrer, on a black bar mat with a wooden muddler and a logo of an eye and the words 'BLACK BLEND' visible.

PARTNERS
Agency: Sidecar
Associate Creative Director: Ryan Casey
Senior Art Director: Lauren Juenger
Designer: Mary Toscano

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