Goose Bumps – Vodka & Caviar at a New Altitude
Art at a new altitude. Peek at the celebrations from A.I.R. CHATEAU.
Our exclusive artist enclave with Mschf was inspired by the glacial smoothness of Grey Goose Altius and so was our caviar.
Kick off the night with a Goose Bump: the classic pairing of vodka and a caviar bump featuring Grey Goose Altius and Petrossian. For this campaign, Petrossian partnered with Grey Goose to create a custom-branded caviar, designed specifically to complement the icy clarity and alpine minerality of their new ultra-premium vodka.
My Role: Creative Director – North America at Petrossian
Oversaw creative strategy, content development, and on-site storytelling for the Goose Bumps campaign across organic social and experiential channels. Directed visual assets, copywriting, and managed partner agency deliverables from Grey Goose’s brand team.
Cross-functional Partners: Grey Goose Global Creative Agency, MSCHF Art Collective, Legal/Licensing.
Objective: To elevate Grey Goose’s Altius launch with a luxurious yet playful food pairing experience—one that aligns with both brands’ premium identities while offering attendees and consumers a shareable, memorable moment.
Strategy: In partnership with Grey Goose and MSCHF, we helped bring A.I.R. CHATEAU to life—an alpine-inspired artist hideaway celebrating creativity, luxury, and flavor. We designed the Goose Bump ritual as a signature activation: guests were invited to take a bump of Petrossian caviar followed by a sip of Altius vodka chilled to perfection.
Create Experiential & Social Content: From BTS footage of the tin’s creation to editorial images of the Goose Bump in action, we captured and posted content in real-time across Petrossian’s digital platforms—highlighting the ritual, the artists, and the flavor moment.
Launch the Collaboration: The campaign was unveiled at A.I.R. CHATEAU, with selected press, tastemakers, and artists sharing the experience across social media. Branded hashtags and @mentions helped broaden reach, with Grey Goose reposting key assets from our team.
Measure Results: We tracked story shares, reel views, and click-throughs to our collaborative landing page, as well as increased engagement around the Altius and Petrossian pairing moment. This campaign helped position Petrossian not only as a legacy luxury brand—but as a collaborative partner willing to play in creative, contemporary spaces.
