Soho House
Client
Creative Direction · Production · Project Management · Edit · Social Cutdowns
Services
Deliverables
60s hero film + short social versions + product/stills asset library
Hospitality / lifestyle membership / food & beverage partnerships
Industry
Soho House partnered with Pentire to launch a dedicated non-alcoholic drinks menu- listing Pentire globally as its non-alcoholic spirit of choice across Houses, restaurants, studios, workspaces, and wellness settings. The launch needed to feel premium and culturally relevant, while signalling a clear shift: sophisticated no-and-low options are now part of the default experience.
We created a 60-second launch film and supporting social cuts that position Soho House as a place for people who live actively and still want somewhere to unwind- without compromising on taste, ritual, or atmosphere. The film moves through the gym, pool, and bar to connect wellness and nightlife in one continuous story: healthy choices can still feel like a treat.
Styling & Creative Direction: Jack Beven
DoP: Greg Dennis
Credits
Strategy & creative approach
The creative objective wasn’t to “announce” a listing- it was to make the new behaviour aspirational: moving from workout to pool to bar, with a no-alcohol serve that still reads as elevated.
❋ Launch the menu by selling the feeling
Gym, pool, bar: three environments that quickly communicate:
active lifestyle
wellness cues
social energy
…without heavy explanation.
❋ Show the spaces that make the promise real
Soho House already signals taste and culture. The film extends that into health and wellness identity, placing Pentire inside moments where members are making intentional choices.
❋ Anchor the partnership in lifestyle credibility
The hero film was designed to break into platform-native social edits—tight openings, clear visual cues, and moments that can stand alone while retaining the same tone.
❋ Build a rollout-ready edit system
Soho House
Our Results
A launch asset built for global rollout
Menu / book page click-through
+ 13%
+ 34%
Engagement rate (vs. prior launch content)
Social completion rate
+ 17%
Accounts reached
864,000
“Aspen captured the partnership with a tone that felt genuinely Soho House, wellness-forward, premium, and built to travel across channels. They also managed to film around a busy service period with zero disruption. ”
— Chris, Head of UK Marketing (Soho House)