When Curtis "50" Cent Jackson began marketing efforts to promote his new luxury liquor line Effen Vodka, he reached out to an old friend who was also instrumental in creating graphic design and UX work for many G-Unit members and thisis50.com over the years. The idea was simple, 50 Cent was in a public rivalry with long time music industry antagonist Sean Combs and his wildly successful Ciroc brand. Curtis needed outside the box thinking and artistic ingenuity to reflect his dominance in this new market space. As a result, Jermaine started the #NoPuffyJuice campaign in addition to a powerful illustration of a Effen Vodka bottle crushing a bottle of Ciroc. The visual was a hit and so impactful that 50 posted it on his verified Instagram account to celebrate the victory.