Scott Robinson

Luxury at Altitude

Ask me about… shots with NBA superstars, a Sprinter van full of $5,000 tequila, and a stormy pass across the Continental Divide racing to catch a red-eye to Vegas.

A luxury tequila brand founded by NBA owners, placed in front of the most influential food and drink crowd in America at the Food & Wine Classic in Aspen.

Owned

Strategy, vendors, logistics and on-site guest experience

Guests

Chefs, sommeliers, trade buyers, press and high-net-worth festival pass holders

Run

Concept through load-in, service and strike at a third-party festival

ResultMichael Jordan’s ultra-luxury tequila, front and center at the Food & Wine Classic in Aspen, the most prestigious food event in America.

Taking American Nightlife to Dubai

Ask me about… NYT war correspondents on Royal Jordanian flights, and why the Gulf stopped being dry.

Built the pitch to bring a top-five US hospitality operator into Dubai through DMCC. Venue design, culinary, cocktail and nightlife programs, packaged for Gulf partners.

Scale

20+ premium properties, 50,000+ guests a week, 5M+ social followers

Nightlife

A-list and pro-athlete VIP relationships, private-selection bottle service, dedicated guest concierge

ResultA complete market-entry strategy for the Gulf: chefs, menus, venues, PR, and the investment and real estate partners to make it real.

Into the Drink

Ask me about… taking a production crew into Chengdu’s otherworldly EDM scene, and the oldest brewery in China, run by a guy from Canada.

Every cocktail has a story. I created a travel series where bartenders backpack across Asia, hunting down indigenous spirits in six countries and turning them into new cocktails. Together with FlixOven, we built the show from scratch for East Wave Entertainment and Netflix.

Role

Creator and Executive Producer

Partners

FlixOven & Netflix

Format

Bartenders, local producers and sustainable hospitality across six countries

ResultAn original series created with FlixOven for East Wave Entertainment and Netflix, filmed across six countries.

Our World Is Your Playground

Ask me about… filming in one of the most beautiful towers in Shanghai with actors from Tajikistan, and why China puts armed police officers on domestic flights.

"Our World Is Your Playground" is a brand film for Pullman Hotels, made for travelers who never really clock out. We scouted Shanghai for locations with the right after-dark energy, then ran the shoot on the ground: 30 seconds of the city at night, cut for Pullman across China and Australia.

Role

Location Scout and Line Producer

Shot in

Shanghai

Format

30-second hotel brand film

ResultBrand film for Australia & China.

Be More Human

Ask me about… the prima ballerina we turned into a CrossFit warrior, and using running shoes to power a movie theater.

Reebok needed an unlikely spokesperson who could go viral. The strategy worked in Korea first, and then Reebok took the Korea playbook to China.

Role

Project Director, Producer

Korea

"Be More Human" brand film and CrossFit content

China

Regional RFP for a 500-store rollout

Result50+ brand films and consumer experiences, 100M+ engagements, and a big part of what took Korea to #3 in the company worldwide.

Own Hall of Fame Weekend

Ask me about… lakefront private-jet traffic jams, and tailgating in Cleveland.

Turned the Rock & Roll Hall of Fame induction into a citywide takeover for a 20+ venue hospitality group. Every high-value guest in town had a reason to end the night at an Ethos property.

VIP

Brand-sponsored lounge at the Hall, plus private events for inductees across Ethos venues

Nights

Celebrity-hosted parties at Lost Social and Barley House

Reach

Radio giveaways for all-expenses trips with velvet-rope access, and a national social push for Cleveland tourism

ResultInduction weekend became an Ethos weekend: a lounge at the Hall, celebrity nights across the group and a national tourism push.

Asia's First Brand-Exclusive Restaurant

Ask me about… an 800-year-old tavern in the heart of the Czech Republic.

When Asahi Group bought Pilsner Urquell, I turned a restaurant into a living brand showroom, where every dish, pour and pairing was built to get people excited about Czech beer. I designed the space from the ground up and opened it as launch GM.

Role

Concept Designer, Builder and Launch General Manager

Built

The entire space, plus menu, service model, opening team and launch program

ResultAsia’s first restaurant built around a single beer brand, designed, built and opened under my leadership as launch GM.

My Dream, on Tap

Ask me about… the name WinK, why I was crazy enough to do it, and the time I almost cut my arm off. Twice.

WinK was a lifelong dream. I built it from scratch, worked every shift it took and kept it pouring for six years: a Seoul bistro and craft-beer taphouse serving brunch, lunch, dinner, pop-ups and catering. Running a venue night after night is why my events run on time and on budget.

Role

Founder, Owner and Proprietor

Reach

A WinK video went viral on YouTube with 1.8 million views

Ran

Concept, menu, staff, suppliers, events and the P&L

ResultSix years of growth, 2M+ digital engagements, a million lessons learned and a million stories to tell.

Rebranding in the World's Toughest Airline Market

We teamed up with SVP to execute a complete brand overhaul for AirAsia in the most competitive airline market in the world.

Scope

Brand audit, positioning, creative direction and rollout plan

ResultResearch, creative direction and UI strategy behind a complete rebrand, from the first audit to the rollout plan.

Whisky vs. Soju

Diageo needed a digital and on-trade strategy to take Johnnie Walker head-to-head with soju at Korean tables. We put the conversation in the bottle.

Scope

Digital strategy and on-trade activation for bars and restaurants

ResultA digital and on-trade plan that put Johnnie Walker on the table next to soju, and increased regional sales 1,700%.

Making a Foreign Brand Feel Local

Indulge, Bernini's importer, needed a digital strategy to drive off-trade sales. We built one that got local culture celebrating a foreign brand.

Scope

Digital strategy and off-trade sales activation

ResultLocal culture celebrating an imported brand: hospitality and media engagement doubled, and import volume grew 30%.

Genesis Championship

Campaign copy for Genesis at its own tour golf event, where the cars sit on the course and the pavilion hosts the guests who buy them. Plus the launch line for the G90 Black.

Golf

"Precision on the green, power on the road." Event and social copy that ties golf to driving

G90 Black

Exterior and interior campaign lines under "Elevate your journey"

Social

Content strategy for the Neolun and GV80 Magma concept launches

ResultCampaigns for Genesis Championships, VIP Pavilion, and G90 Black, which lifted average G90 Black social engagement to over 500,000.