Captain Morgan needed to launch its Ben Baller partnership with the same unapologetic energy the brand is built on. This was rum, soccer, and self-expression in Los Angeles — a brand with cultural muscle linking up with one of pop culture’s most recognizable jewelers and entrepreneurs.

We launched the partnership at Minus5, a sub-zero bar in the Vegas desert — after arriving by private jet, of course — turning “Captain on Ice” into a real iced-out experience. From there, it became a full fan-facing launch: custom iced-out Captain Morgan chains, a soccer-driven sweepstakes, PR, social, mini podcasts, and an El Tráfico celebration ahead of the MLS All-Star Game. Captain on Ice gave the partnership scale, shape, and a reason for fans to feel like the brand was speaking their language — through soccer, style, and self-expression.