Aviation Gin
Evil Twin Promo
Challenge
Aviation Gin and Maximum Effort were building a brand identity rooted in wit, self-awareness, and a deep understanding of the social landscape. The challenge: create a minimalist piece that could break through online noise—executed with precise timing and complete control of tone. This concept—a deadpan conversation between Ryan Reynolds and his “evil twin”—needed to feel effortless, while leaving no room for error.
Solution
Maximum Effort turned to Evolution—an established partner with a trusted history of working with Ryan Reynolds—to bring the concept to life inside the Chelsea Hotel’s penthouse suite in New York City. With a lean crew and tight window, we captured both sides of Ryan’s dual performance, carefully blocking the interaction, matching eyelines, and pacing the dialogue to land clean without heavy post manipulation. Our team delivered the technical planning and on-set precision needed to pull off the concept while maintaining the dry, irreverent tone that defines the brand.
Result
Though produced years ago, the Evil Twin promo remains part of our featured work—proof that a smart idea, executed well, can stay relevant. It became part of a broader campaign that helped Aviation Gin stand out in the spirits space, reinforcing the brand’s voice and contributing to the foundation that ultimately led to its $610 million acquisition by Diageo.
Aviation Gin and Maximum Effort were building a brand identity rooted in wit, self-awareness, and a deep understanding of the social landscape. The challenge: create a minimalist piece that could break through online noise—executed with precise timing and complete control of tone. This concept—a deadpan conversation between Ryan Reynolds and his “evil twin”—needed to feel effortless, while leaving no room for error.
Solution
Maximum Effort turned to Evolution—an established partner with a trusted history of working with Ryan Reynolds—to bring the concept to life inside the Chelsea Hotel’s penthouse suite in New York City. With a lean crew and tight window, we captured both sides of Ryan’s dual performance, carefully blocking the interaction, matching eyelines, and pacing the dialogue to land clean without heavy post manipulation. Our team delivered the technical planning and on-set precision needed to pull off the concept while maintaining the dry, irreverent tone that defines the brand.
Result
Though produced years ago, the Evil Twin promo remains part of our featured work—proof that a smart idea, executed well, can stay relevant. It became part of a broader campaign that helped Aviation Gin stand out in the spirits space, reinforcing the brand’s voice and contributing to the foundation that ultimately led to its $610 million acquisition by Diageo.
The end result brought Ryan’s personality to the brand and led to a $610 million dollar sale to Diageo.
CREDITS
Client: Aviation Gin
Agency: Maximum Effort
Production: Evolution
Director: George Dewey
Producer: Val Neminov @ Evolution