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Imagining an
Alternate Reality
For D'YAVOL Luxury Spirits
My Role: Senior Designer at 1010 Creative.
D’YAVOL Luxury Spirits is a premium alcohol brand co-founded by Aryan Khan, son of Shah Rukh Khan, in partnership with AB InBev. The brand was built to disrupt conventions and merge the worlds of luxury, rebellion, and bold expression.
As part of the creative team, I worked on crafting distinct visual identities for each of the spirits under the D’YAVOL portfolio: D’YAVOL Vodka, Inception Whisky, and a conceptual third realm called The Hybrid World.
My responsibilities included conceptualization, video shot-breakdowns, Photoshop composites, animations, on-ground production and making assets for Instagram.
Curious Chaos - The World of Vodka
A world designed to provoke curiosity and shed inhibitions. With a red and black palette, the visuals embraced unpredictability and were brought to life through bold compositions and set design, and high-impact imagery.
Dark on Fire - The World of Whisky
Inception was positioned as a catalyst for desire, chaos, and self-reinvention. The visuals played with intensity and luxury, using black and gold to create an atmosphere that felt magnetic, charged, and alive.
The Hybrid World
D'YAVOL wanted us to experiment with new technologies. This is where a majority of my design work happened.
Unlike the worlds of Whisky and Vodka, this one wasn’t filmed. It was composited entirely in Photoshop using a mix of real and AI-generated elements to build an alternate reality that was surreal and visually rich. AI was still emerging as a tool, and we used it to challenge the limits of digital storytelling.
These assets, all created by me in Photoshop with help from Midjourney, reimagined what a digital-first spirits campaign could look like. From concept to execution, this was an exercise in visual experimentation and creative freedom.
The Results
Together, these three brand worlds formed a unified yet diverse campaign. Each was tailored to its own narrative while reinforcing D’YAVOL’s larger ambition to craft a content-rich, immersive brand that stood apart in the world of premium spirits.
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