When Bradley Paynter and I were asked to craft an awareness campaign and experiential copy for a new Champagne bar, we jumped at the chance. Inspired by Alexander McQueen's bold design legacy, the client envisioned a world of its own. They wanted intrigue, a touch of the audacious. We channeled the space's energy – fashion, music, art, architecture – into copy that was both playful and provocative. Our work became their blueprint, a spark for the creative directions their campaign could take.