Aviation Gin case study: how Ryan Reynolds and Maximum Effort built a $610M brand with irreverent marketing.
The challenge:
Standing out in the crowded spirits market.
Aviation Gin and Maximum Effort were building a brand identity defined by wit, self-awareness, and cultural savvy. To stand apart in the competitive spirits market, they needed a minimalist campaign that could cut through digital noise with flawless timing and tone. The concept—a deadpan exchange between Ryan Reynolds and his “evil twin”—had to feel effortless, while leaving no room for technical or creative error.
Our solution:
Precision production with Ryan Reynolds’ signature humor.
Maximum Effort partnered with Evolution to bring the vision to life inside New York’s Chelsea Hotel penthouse suite. With a lean crew and a tight schedule, Evolution captured both sides of Reynolds’ dual performance, carefully managing eyelines, dialogue pacing, and camera movement. By balancing technical precision with creative restraint, we delivered a promo that required minimal post-production while showcasing the dry, irreverent humor that defines Aviation Gin’s brand voice.
The result:
A cultural touchstone that elevated Aviation Gin’s value.
The “Evil Twin” promo became a cornerstone of Aviation Gin’s marketing campaign, proving that a sharp concept executed with excellence can generate lasting cultural impact. It reinforced Aviation Gin’s identity, helping the brand stand out in a saturated category and contributing to the foundation that ultimately led to its $610 million acquisition by Diageo. Years later, the piece remains a featured example of how celebrity-driven content and smart entertainment marketing can drive brand value well beyond a single campaign.
Client: Aviation Gin
Agency: Maximum Effort
Production: Evolution
Director: George Dewey
Producer: Val Neminov @ Evolution
