ANNUAL REPORT » MARKETING SERVICES » TEAM

Problem

For its MTV VMAs partnership, BACARDÍ wanted to create a highly collectible object celebrating Latin music and New York culture that would generate buzz among influential artists and attendees. The challenge: using AI to produce hundreds of unique, premium collectibles without the technology feeling like a gimmick that diluted the heritage brand’s integrity. BACARDÍ needed an approach that felt authentic while achieving what traditional design methods couldn’t—exclusivity at scale. 

Solution

TEAM designed BACARDÍ’s first-ever AI-supported limited edition bottle by using the technology as a creative multiplier. They established a strict master design system that defined specific brand parameters—including the iconic bat logo, specific typography, and vibrant motifs inspired by Latin music and New York landmarks. TEAM then used AI to generate thousands of unique label combinations within these boundaries. This allowed for a massive variety of color harmonies and cityscape patterns while ensuring every label remained brand-safe and high-quality. From this dynamic pool, 500 final designs were selected, printed, and paired with custom gift boxes for an exclusive VMA distribution. 

Outcome

By transforming a static design process into a dynamic, AI-powered system, BACARDÍ successfully blended digital innovation with a physical luxury product. The campaign produced thousands of unique AI-generated label variations, resulting in 500 limited-edition bottles that achieved “sold-out” levels of desirability among VMA VIPs and influencers. The project proved that AI could enhance cultural storytelling and production efficiency without sacrificing the handcrafted feel of a premium brand, reinforcing BACARDÍ’s position as a leader at the intersection of technology and music culture.