As shelter-in-place orders took effect across the country and e-commerce liquor sales exploded, Stoli vodka wanted to stand out on crowded online shelves. A challenging task, but people were thirsty for entertainment turning to social media and news at a pace exceeding typical screen time levels. Within a week we helped Stoli pivot from commercially produced assets to a new way of relatable storytelling that highlighted how Americans were making the best of their quarantine experience with the help of their beloved vodka.