Photography and Motion

An ‘Ugly Delicious’ new brand World for Captain Morgan.

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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

JO SIDEY

JO SIDEY