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








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