Built a visual system that held both. The work had to read as a movement people could join, not as a rum ad about politics. That meant borrowing the conventions of political design, type as protest, the visual grammar of a cause, without losing Captain Morgan's irreverence. Made it work across every channel. Social, digital and traditional, all carrying the same argument at different scales and in different formats. A hashtag-led campaign lives or dies on whether the identity survives being compressed into a social post.