CASE STUDY / 03

RUFF MEDIA

Turning Brand Platforms into Experiences, Content and Commercial Action

Ruff Media combined digital strategy, social content, physical production and point-of-sale activation for brand teams in Mexico.

Brand activationProduct launchesSocial & contentDigital platformsRetail activationLive production

HOW RUFF MEDIA OPERATED

One connected system across brand, experience, content and action

REPRESENTATIVE OPERATING MODEL

01Brand platform
02Local translation
03Experience and activation
04Content and distribution
05Commercial action

The work moved beyond isolated events. Each initiative connected brand strategy, physical execution, digital content and, where relevant, retail or purchase mechanics.

ABSOLUT

Multiple formats for turning a campaign into participation

Absolut 100

Built an editorial city guide and mobile experience around one hundred curated places across Mexico. The product combined category discovery, venue details and location-led browsing, with content distributed through digital and CD formats.

Approx. 4,000mobile-app downloads

EDITORIAL PRODUCT

Absolut 100 mobile experience interface — MOBILE EXPERIENCE

Absolut 100 mobile experience content view — MOBILE EXPERIENCE

Absolut 100 mobile experience location view — MOBILE EXPERIENCE

Absolut Glam

Translated the global Glam platform into a physical branded environment, coordinating concept adaptation, scenic production and on-site installation.

FINAL ENVIRONMENTFull guest-facing interior after installation.

Construction of the Absolut Glam branded environment — BUILDBranded environment under production.

Construction detail inside the Absolut Glam installation — BUILDConstruction detail from the scenic build.

Completed Absolut Glam scenic installation — INSTALLCompleted Absolut Glam installation.

Exterior view of the completed Absolut Glam environment — FINAL ENVIRONMENTCompleted exterior environment in the retail setting.

Overhead view of the Absolut Glam environment — DETAILOverhead view of the finished environment.

Close-up of the Absolut Glam product display — DETAILClose-up of the product presentation inside the environment.

In an Absolut World

Developed a guerrilla-style public activation designed to attract attention, invite participation and create photographable brand moments.

BUILDPhysical structure under construction before public installation.

INSTALLInstalled public-facing structure ready for participation.

PARTICIPATIONGuests actively engaged with the installation.

PUBLIC INTERACTIONPhotographable public moment created by the activation.

ABSOLUT ROCK

Extending a physical activation through branded multimedia content

A music-led brand environment was supported with multimedia content distributed through a branded CD, extending the live experience through a take-home digital touchpoint.

BRAND ENVIRONMENTMusic-led Absolut Rock activation environment.

BRANDED MULTIMEDIABranded CD extending the physical activation through take-home content.

ALCON MEDICAL CONGRESSES

Managing complex congress delivery at scale

Ruff Media coordinated three medical congresses for Alcon, bringing together registration operations, host staffing, scenic construction, audiovisual production, closed-circuit television and simultaneous translation.

Ruff Media was the accountable, client-facing partner coordinating a specialist supplier network.

≈2,200Attendees at the largest congress

25m × 7mScenic build

ARCHIVAL PROJECT DOCUMENTATION

Three-dimensional scenic proposal for the Alcon medical congress — 01 / CONCEPT3D stage proposal before production.

Registration operations at an Alcon medical congress — 02 / REGISTRATIONRegistration operations and attendee handling.

Alcon congress stage with screens, cameras and audience — 03 / LIVE DELIVERYFull-scale stage, screens, cameras and audience environment.

Medical panel in progress at the Alcon congress — 04 / PROGRAMMELive medical panel and broadcast coordination.

Attendees circulating through the Alcon congress — 05 / ATTENDANCECongress circulation and attendee scale.

Wide view of the largest Alcon congress audience — 06 / LARGEST CONGRESSHistorical documentation from the approximately 2,200-attendee event.

Full-scale audience environment at the largest Alcon congress — 07 / FULL-SCALE DELIVERYAudience and production environment at full scale.

JIM BEAM

Connecting community, live experience, launch moments and retail action

Turning a social audience into a repeatable brand experience

La Casa de Jim Beam brought selected followers, influencers and guests into intimate Kentucky-inspired experiences built around tastings, BBQ, music and hosted participation. Each edition was designed to create stories that extended beyond the venue through guest sharing and social conversation.

LA CASA DE JIM BEAM

02 / BUILD

Kentucky-inspired interior at La Casa de Jim Beam — 03 / SPACE

Guests taking part in La Casa de Jim Beam — 04 / LIVE EXPERIENCE

Hosted tasting at La Casa de Jim Beam — 05 / TASTE

Guests participating in a hosted Jim Beam experience — 06 / HOSTED PARTICIPATION

Social setting created for La Casa de Jim Beam — 07 / SOCIAL SETTING

Additional archival documentation from La Casa de Jim Beam — 08 / ADDITIONAL ARCHIVAL MATERIAL

JIM BEAM HONEY

Launching a new product through experience, media and social content

Ruff Media led the branded environment, production coordination, digital content and on-site experience for the Jim Beam Honey launch. PR partners handled media invitations, while Ruff Media connected the physical event, content production and social distribution.

BRANDED ENVIRONMENT

LAUNCH MOMENT

MEDIA / COVERAGE

ON-SITE EXPERIENCE

SOCIAL EXTENSIONArchived Facebook launch content.

Community, content and retail

COMMUNITY

Expanded the Jim Beam Facebook community from launch to approximately 800,000 followers at peak.

Archived Jim Beam Facebook reporting from late 2015 — ARCHIVED FACEBOOK REPORTING428,105 page likes in late 2015; the community later reached approximately 800,000 followers.

CONTENT

Created and managed product-led social content, including recipes, campaign assets and community interaction.

PRODUCT CONTENT

VIDEO DISTRIBUTION

Managed YouTube publishing and distribution as part of the wider Jim Beam digital ecosystem.

Archived Jim Beam YouTube channel publishing interface — ARCHIVED YOUTUBE / PLATFORM CAPTURE

RETAIL CONNECTION

Connected campaign activity to point-of-sale purchase mechanics and retail visibility.

Jim Beam retail point-of-sale campaign activation — POINT OF SALE

HORNITOS

Building an always-on tequila brand across content, community, launches and live experiences

Ruff Media supported Hornitos across social media, website and editorial content, SEO-oriented publishing, video distribution, live activations and the launch of Hornitos Black Barrel.

Live product launches and experiences

Hornitos Black Barrel launch environment — BLACK BARREL LAUNCH

Live Hornitos branded environment — LIVE BRAND ENVIRONMENT

HORNITOS LIVE

Digital brand system

WEB & SEO

Created and maintained a content-led website combining product education, cocktails, editorial content, points of sale and brand discovery.

Archived Hornitos content-led website homepage — WEBSITE

Archived Hornitos product education and store discovery — PRODUCT EDUCATION & STORE DISCOVERY

HORNITOS LIVE

Expanded the live content layer around launches and branded experiences through editorial publishing tied to the wider Hornitos programme.

SOCIAL CONTENT

Built the Hornitos Facebook community from launch to approximately 700,000 followers while developing an editorial social system spanning product photography, culture-led content and short-form formats.

Archived Hornitos Instagram editorial content system — ARCHIVED INSTAGRAM GRID

VIDEO DISTRIBUTION

Managed video publishing and distribution through the Hornitos YouTube channel.

Archived Hornitos YouTube channel interface — ARCHIVED YOUTUBE / PLATFORM CAPTURE

AZTECA DE ORO

Turning an activation into a shareable branded moment

Ruff Media designed and produced a green-screen photo experience combining physical installation, branded photography and instant photo outputs. The mechanic was designed to create attention, participation, brand recall and a tangible take-away for guests.

01 / BUILDCustom photo experience prepared for live activation.

02 / BRANDED BOOTHBranded booth combining green screen, photography and product environment.

03 / PARTICIPATIONGuests became part of the activation through a guided photo moment.

04 / PHOTO MOMENTEnvironment detail from the participation and service setup.

05 / TAKEAWAYPhysical photo outputs extended the experience beyond the venue.

MY ROLE

Founder & Marketing Director

STRATEGY

Brand interpretation, campaign proposals, scopes and budgets.

DIGITAL

Websites, social content, video publishing, community growth and reporting.

EXPERIENCE

Brand environments, activations, launches, live production and guest journeys.

OPERATIONS

Supplier coordination, production delivery, client leadership and results presentations.

COLLABORATION

Worked with brand teams, global stakeholders, PR agencies, media agencies and specialist suppliers.

EXPLORE THE SYSTEMS

See how brand activation connects to launch, content and commercial action.

Explore the Integrated Activation Delivery Engine