EXCLUSIVELY LYRE’S
Art Direction | Experiential Design | Creative Strategy
A concept campaign imagining how Lyre's could reintroduce their non-alcoholic spirits through the rebellious lens of the prohibition era.
The Brand
Lyre’s Non-Alcoholic
Prohibition made drinking feel exclusive by taking it away. Lyre's wanted that same energy without the alcohol.
The Tension
Non-alcoholic spirits usually get sold as the responsible choice — safe, a little apologetic, easy to skip. That framing ignores where the market actually was heading: Millennials and Gen Z were increasingly cutting back or abstaining for health and wellness reasons, but still wanted to feel included in social settings without the pressure to drink. What was missing wasn't more non-alcoholic options — it was ones that felt premium and exciting enough to choose on their own terms, not as a substitute.
The Idea
Borrow the rebellion of the prohibition era and repurpose it: if the original speakeasies made drinking feel forbidden and exclusive, "Exclusively Lyre's" makes not drinking feel that way instead — proving a great night out doesn't require alcohol to be fulfilling.
Full Story Ad
15 sec
5 sec
Short Story Ad 1
The Night
One-night-only speakeasy takeovers hit four markets at real, existing speakeasy venues — Amelia's 1931 in Miami, No Vacancy in Los Angeles, Apotheke in New York, and Red Phone Booth in Atlanta — each fully art-deco-dressed for the evening, guests encouraged to dress the part, a custom four-drink menu (Jalapeño Jazz, The Secret Sour, Deco Delight, The Negroni Noir), branded POS throughout, and black-and-white photobooth strips designed as the built-in souvenir and share-moment.
5 sec
Short Story Ad 2
Single Image Ad
Teaser: Instagram Campaign
The campaign opens with a 15-second promotional film, full art deco styling, 1920s dress, a jazz score underneath, cut into a 5-second teaser and a 6-second CTA for story ads, letting the mystery build before anyone knows what it's for.
Lyre's account follows with a single graphic: "something bold is brewing..." , same art deco language, no explanation yet.
The Send
The Invitation
An AR speakeasy experience, accessible from both Instagram and the site, hands out passwords to a real-world event; quietly routing people to recipes and upcoming experiences, so the mystery has somewhere to land.
Ahead of launch, curated PR boxes go to influencers to seed word of mouth: a 1920s-style mixology book, a Lyre's Club membership card, two rocks glasses, and mocktail ingredients under #MindfulMixology and #DrinkDifferently.
The After
Partner bars keep the non-alcoholic menu alive post-launch, while the at-home version goes on sale online. These cocktail kits are built around the same four drinks, each with its bottle, dry ingredients, a menu card, and a Spotify playlist to set the mood.
Credits
Additional disciplines: Video Editing, Experiential Design
Team: Maria Aliaga, Robyn Sackett, Connor Friel
Tools: Adobe Photoshop, Illustrator, Premiere Pro, Midjourney, ChatGPT, Runway, Suno, ElevenLabs