Jo Sidey was commissioned to create the new brand visual look for Diageo’s Captain Morgan rum. Jo shot the stills and directed a whole library of assets under the title ‘Ugly Delicious’.

Ugly Delicious is at the heart of Jo’s work. The aim is to make the viewer want to dive in and devour the subject. In order to make that happen - there needs to be humanity within the image, it needs to be believable. The 'ugliness' is what makes it delicious. It is the most authentic part, the reality that holds it all together. Unapologetic, unconscious, true to life, indulgent, irresistible and engaging. This is at the heart of this series of Captain Morgan campaigns.