Captain Morgan
Photography and Motion
An ‘Ugly Delicious’ new brand World for Captain Morgan.
People celebrating around a yellow table with drinks, cupcakes, and snacks, in a festive, colorful setting.
Colorful outdoor bar scene featuring a bottle of Captain Morgan Spiced Gold rum, a margarita glass with watermelon garnish, a glass of amber drink with lime wedges, small bowls of snacks, and a foosball table in the background.
People at a colorful outdoor party table with drinks, snacks, and a bottle of Captain Morgan Spiced Gold rum, with a foosball table and decorations in the background.
A colorful party scene with people enjoying food and drinks, tropical plants, and vibrant decorations.
A colorful outdoor gathering with drinks, food, and people enjoying a summer party. There's a green table with cocktails, a bottle of Captain Morgan spiced rum, a bowl of green limes, side dishes, and people serving and eating food.
People celebrate around a kitchen counter with pizza, drinks, and snacks. One person is pouring a drink, while others are smiling and enjoying the gathering. There are various condiments, lime slices, and a bottle of Captain Morgan spiced gold rum on the table.
Group of friends smiling and enjoying drinks around a kitchen island with pizza, lime wedges, and cocktail glasses. One person is pouring a drink from a bottle of Captain Morgan spiced rum.
A group of people enjoying a gathering with drinks and food, including pizza and pizza toppings, on a table. There is a bottle of Captain Morgan Spiced Gold rum, various cocktails with garnishes, and a logo for Captain Morgan Rum Company in the corner.
Captain Morgan
Jo Sidey was commissioned to create the new brand visual look for Diageo’s Captain Morgan rum. Jo shot the stills and directed a whole library of assets under the title ‘Ugly Delicious’.
Ugly Delicious is at the heart of Jo’s work. The aim is to make the viewer want to dive in and devour the subject. In order to make that happen - there needs to be humanity within the image, it needs to be believable. The 'ugliness' is what makes it delicious. It is the most authentic part, the reality that holds it all together. Unapologetic, unconscious, true to life, indulgent, irresistible and engaging. This is at the heart of this series of Captain Morgan campaigns.Client - Diageo
Product - Captain Morgan
Agency - RPM
Diageo Team - James Alexander, Jo Smith
Production Agency - Another
Production Director - Helen Parker
Creative Director - Nick Evans
Senior Creative - Jonathan Silcock
Design Agency - Bulletproof
Motion Director - Jo Sidey
Photographer - Jo Sidey
DOP - Lloyd Cook
1st AC - Max Edmed
2nd AC - Danni Baxter
Gaffer - Tobias May
Spark - Romy Roulin
Senior Account Director - Teresa Humphreys
Senior Account Manager - Kristi Luik, Rebecca Scott
Executive Producer - Jennifer Gruner
Senior Producer - Danny Prescot
Assistant Producer - Emily Dessí-Makin
1st Assistant Director - Lawrence Page
Digital Assistant - Chloe Ackers
1st Lighting - Simon Paterson
2nd Lighting - Madison Blackwood, Matt Lloyd
Drinks Stylist - Tara Garnell
Drinks Assistants - Julian Zerressen, Dan Garnell
Food Stylist (BBQ & Pizza) - Tanya Sadourian
Food Stylist Assistant (Tanya) - Sophie Gosling
Food Stylist - Saskia Sidey (Festive)
Food Stylist Assistants (Saskia): Caitlin Macdonald
Prop Stylists - Make Creative
Set Designer - Maria Francolini
Set Builder - Jonathan Wright
Wardrobe Stylist - Kelly Herring
Wardrobe Assistant - Amber Morris
Hair & Make-Up - Hanni Wellian
Manicurist - Karen-Louise
Runners - Liam Hopper, Minhaz Hossein
DIT - Seb Pecchia
Medic - Les Spiteri
Talent Agent - Sandra Reynolds
Talent - Isabella, Temica, Jed, Rafael
Retouch - James Wooten
Motion Edit - Arthur Harrison
Kit - Grip Van, SHL
Shoot Essentials - Get Set Hire
Catering - Mondo Sando
Studio: Sidey Studio