360° Campaign
Beefeater Gin – Always-On Social Content
Thumbstoppers / Beefeater London
FORMAT.LDN collaborated with Thumbstoppers on Beefeater’s always-on social output, contributing to a substantial body of work spanning evergreen assets, reactive content, campaign cutdowns and motion-led social deliverables across the brand’s primary online channels. Built for a feed-first environment, the wider brief was to move beyond predictable bottle-and-cocktail content and create work that felt culturally aware, visually distinctive and native to social spaces.
Our work formed part of a broader content system built across multiple creative strands, from tactile product-led storytelling and sensory content through to more playful, social-native executions using macro visuals, ASMR, high frame rates and fourth-wall breaks to create a stronger sense of presence in-feed. Across each strand, the aim was to retain the recognisable world of Beefeater while pushing it into more contemporary, platform-aware territory.
The wider rollout also included heritage-led content focused on ingredients, distillation and Beefeater’s London provenance, alongside reactive work tied to key calendar moments and audience touchpoints. This created a flexible visual system able to move between brand storytelling, product focus and more immediate cultural response without losing coherence.
A key part of the process was scale and adaptability. Assets were built to version seamlessly across formats, timings and placements, resulting in hundreds of deliverables across multiple briefs and campaigns. The result was a broad and highly flexible body of work that gave Beefeater a more active, distinctive and socially fluent presence across its always-on channels.
Sensory Series
Product-led social content built around macro detail, liquid movement, texture and sound. Using high frame rates, close-up imagery and more tactile visual cues, these pieces were designed to give the product a stronger sensory presence in-feed.
Evergreen Feed Content
Playful, platform-native work designed to move beyond more conventional drinks advertising. Using illusion, rhythm, humour and fourth-wall breaks, these assets were built to feel sharper, more disruptive and more alive within social spaces.
London Dry Heritage
A quieter strand of content focused on provenance, ingredients, distillation and the working London distillery itself. These pieces translated the heritage of the brand into a more contemporary screen language without losing clarity or immediacy.
Cultural & Calendar Moments
Reactive and event-led content created around key cultural dates, seasonal opportunities and wider audience moments. From major sporting events to awards season and other calendar hooks, this work allowed the brand to enter broader social conversation while maintaining a consistent visual identity.
One-Offs
Standalone ideas and more concept-led pieces that pushed the Beefeater world into less expected territory. These moments introduced a different pace and tone to the always-on output, while still feeling clearly part of the wider brand system.