Pacifico
Art Direction ★ Experiential Design
Art Direction ★ Experiential Design ★
Art direction and Experiential design for the cerveza born from the adventurous spirit of Baja surf culture.
This project involved designing the industry's first branded board game, bringing Pacifico's story to bars with a competitive twist that created a unique on-premise activation opportunity.
The racing-style game takes players through mountains, skate bowls, and ocean waves alongside sports legends. In-bar promotion invited patrons to "buy a round, gather around, and play a round," with extensions including custom gear and take-home versions. The game board itself incorporated authentic elements from Pacifico's heritage, with each section representing different aspects of the brand story told through illustration and game mechanics.
The comprehensive program extended from bar staff training materials to consumer-facing promotional items, creating a complete ecosystem that brought the brand's "anchors up" philosophy to life in an engaging, interactive format.
This project was a tricky ask. The media buy had already been made, and market disruptor Love Wellness needed their first ever out-of-home campaign to make a bold, Big Apple-worthy statement.
Without an up-to-date asset library, we had only days to create fresh product visuals for their entire line to use across dozens of unique placements. Keeping things simple, eye-catching, and honest was the solution to make the most with their colorful introduction.
As a bonus, I got to bring our work to life with motion graphics for digital ads alongside our physical station takeovers.
Any opportunity for chromatic
taxonomy is a project
after my own heart
