Drink Styling for FREE AF

CLIENT

Although the product consists of canned non-alcoholic beverages, the creative brief called for the styling to reference traditional cocktail techniques, particularly in the choice of glassware and use of garnishes.

Cocktail styling for mocktails requires the same level of intention, technique, and visual storytelling as traditional cocktail work—sometimes even more. Without alcohol as the hero ingredient, every detail becomes essential: the clarity of the liquid, the balance of color, the effervescence, the garnish, the glass choice. A well-styled mocktail should feel just as elevated and celebratory as its spirited counterpart, never like an afterthought.

While on set, I worked alongside the Free AF Founder Lisa King, who flew in from New Zealand to Los Angeles the day prior to oversee the execution of her first US-based video campaign. Her New Zealand-based non-alcoholic cocktail brand launched in 2020 to provide premium, "sober curious" alternatives. Inspired by her own experience with vertigo and the desire to normalize not drinking, King expanded the brand into the US market (Walmart, Target, Sprouts) and the UK, focusing on authentic taste with a natural proprietary botanical blend called Afterglow™ that replicates the warming sensation of alcohol! Her mission is to make not drinking "cool AF" and remove the social stigma around choosing non-alcoholic options.

I love when I get to work directly with founders on set because it brings a rare level of passion, vision, and energy to the creative process. Founders carry an intimate knowledge of their product, brand story, and audience, and being on set with them allows for a dynamic collaboration. Their enthusiasm is contagious, and their commitment to quality elevates everyone on set. It allows the styling process to feel like a true partnership, where every detail—color, texture, presentation—is aligned with the brand’s vision. Being part of that journey, translating their passion into imagery, and seeing their excitement as the shots come to life is one of the most rewarding aspects of the job.

We captured the entire line of non-alcoholic Free AF canned mocktails: G&T, Palomas, Aperol Spritz, Whiskey Ginger, Vodka Spritz, and Sparkling Rose. Glassware included tumblers, stemless wine glasses, highball glasses, champagne flutes, and cocktail coupes. An arsenal of simple and elegant garnishes included citrus (lime wedges, grapefruit slices, orange peel twists), fresh sprigs of herbs (mint, rosemary), skewered olives, cucumbers ribbons, and chili salt rims, dried rose petals, and fresh strawberries.