CÎROC had a bold vision: expand into new categories to connect with multicultural millennial consumers across fresh occasions. Lucy independently pitched and led creative direction for the April 2018 launch of CÎROC VS—the brand's rebellious dark spirit play. She built and directed a six-person creative team to execute a national rollout with a lifestyle GTM strategy and multi-platform content that made brandy feel like an anytime drink. The work: mixology content that broke brandy out of its stuffy box. A five-city roadshow across Detroit, DC, LA, Miami, and NYC. A campaign built to educate, convert, and celebrate.