I'm a Creative Director on the leadership team at VOLT Studio, Molson Coors' in-house agency. We own all of Molson Coors' social: paid, organic, reactive, the monthly calendars plus traditional work like TV, OOH, celebrity shoots, merch and bringing campaign ideas to life with big name agencies.
A big part of what I lead is our "newsroom" model: every morning, creative, strategy, and community management sit down together and ask what's happening in the world right now and how our brands can be part of that conversation in real time. By lunch, we're posting. Sometimes it's a quick comment. Sometimes it sparks something bigger, like the time one of our MLB partners won exactly as many games as our beer's tagline promised.
But Newsroom isn't just about fast content. It's how we figure out who our brands actually sound like. We're talking to our communities every day, out in the open, against real culture and what we learn feeds straight back into our briefs and campaigns. At VOLT, social stopped being where TV goes to die and became the brand's R&D department. It's the thing that's let me shape not just our social presence, but the voice and creative work behind everything else we make.
THIS IS HOW
NEWSROOM WORKS:
NEWS
Bud Light comes out with a zero carb beer.
BRAND POV
As the beer for people who love the taste of beer, Miller Lite obviously had something to say.
HOW WE REACTED
We clapped back by creating 3.2 second Carbporn content to celebrate our 3.2 carbs in a can of Miller Lite.
NEWS
A24's Backrooms was a hit at the theaters with GenZ audiences and had liminal horror spaces that feel hauntingly familiar, like a memory of somewhere you've never been.
BRAND POV
As the brand who has an obsession with oranges, we took this opportunity to show that oranges are always on your mind.
HOW WE REACTED
Instead of just photoshopping our brand on a still of the iconic background, we turned it into a story about relief when our orange mascot was revealed.
NEWS
The hottest TV show at the time, Heated Rivalry, was a hockey love story, conveniently at it’s height during the Olympics.
BRAND POV
Peroni, a brand synonymous with winter sports, went all in on Olympics. A big game against US and Canada was the biggest story at the moment.
HOW WE REACTED
The night before the big game, an extra steamy episode aired, so we used it as an opportunity to insert ourselves in the conversation.