Pink Lemonade

Ryan Luciani of GoodFriend joined this project for Mike’s Hard Lemonade as Director of Photography, helping bring a punny, cheeky social spot to life from a concept created by the Mark Anthony Brands internal team. Framed as a spoof of dramatic ’90s ED commercials, the piece introduced Pink Lemonade Harder with a tone that was intentionally overblown, funny, and surprisingly informative. Featuring comedian Joey Dardano, the spot balanced performance-driven comedy with a bright, stylized visual approach built around pink lighting and the product’s brand palette. Shot over two days, with one dedicated to pre-light and one to production, the final piece lands somewhere between parody and product ad, which is a pretty fun neighborhood to work in.