MULLHOLAND SPIRITS
Building a brand world around personality, storytelling, and culture.
Founded in Los Angeles by Matthew Alper and actor Walton Goggins, Mulholland Spirits set out to create more than a conventional spirits brand. Drawing on the city's creative identity and Goggins' distinctive personality, we developed a connected brand experience that brought storytelling, commerce, and culture together.
BRAND STRATEGY • CULTURAL STORYTELLING • CREATIVE DIRECTION • ORIGINAL CONTENT • DIGITAL EXPERIENCES • RETAIL
Inspirations with Walton Goggins
At the heart of the brand was Inspirations with Walton Goggins, a series of original films built around Walton's personality, curiosity, and distinctive point of view.
Rather than relying on conventional product advertising, the films invited audiences into a world of stories, ideas, and experiences that reflected the spirit of the brand. The series became a creative foundation that could extend into retail, digital platforms, and ongoing audience engagement.
POINT OF SALE
We extended the storytelling into physical retail, transforming the point of sale into an opportunity for discovery.
Campaign artwork and location-specific QR codes invited customers to unlock exclusive films and content, connecting the in-store experience to the larger Mulholland world.
Rather than treating retail as the end of the marketing journey, we made it another entry point into the brand's story.
WEBSITE
The website became the digital home of the Mulholland experience, connecting original films, Walton's ongoing creative activity, cocktail culture, merchandise, and commerce.
Designed to encourage exploration and repeat visits, the platform brought together entertainment and shopping in one cohesive brand environment—giving audiences reasons to engage beyond the purchase of a product.
SOCIAL AND EMAIL
The brand's storytelling extended into social and email, creating an ongoing dialogue with audiences through original content, cultural moments, product discoveries, and the personalities behind Mulholland.
Each channel became another expression of a consistent creative identity, connecting entertainment, community, and commerce rather than operating as an isolated marketing campaign.
