Funk Harbor Rum is the passion project of UFC Bantamweight Champion Aljamain “Aljo” Sterling. While Aljo calls Las Vegas home today, Jamaica runs deep, woven into his family story and the New York upbringing that shaped him. Funk Harbor is his way of sharing that heritage through a premium, additive-free rum crafted without compromise.
Bringing a brand to life visually when your founder can’t be on set is a challenge in itself. Add in the goal of capturing a lifestyle that feels authentically premium without leaning on tired tropical clichés and without Aljo himself in the frame, and the creative bar gets significantly higher. The imagery needed to evoke the soul of Funk Harbor: vibrant, genuine, and premium.
With Aljo based in Las Vegas and unavailable for the shoot, I managed the entire production remotely from Austin, TX. Casting, location scouting, product sourcing, props, and creative direction were all handled without him on the ground. Even the cocktails, including a few custom-mixed creations developed specifically for the shoot, were conceptualized and executed on site.
The creative direction intentionally pushed past the expected island aesthetic. Rather than leaning into hammocks and beach sunsets, we built scenes around the premium lifestyle that actually define the Funk Harbor story; a lifestyle rooted in heritage, good company, and a pour worth savoring.
A brand and lifestyle photography library that gives Funk Harbor a visual identity as distinctive as the rum itself. Imagery that stands out in a crowded spirits market and tells a story worth stopping to hear
Looking for photography and video that actually drives business growth? Working with clients who want straight-shooting creative work that converts.
And hey, if you’re in Austin and want to talk strategy over coffee or a pint, that works too.