Oberon

As the lead art director, designer, and illustrator for this collaborative project with Bell’s Brewery, I spearheaded the creation of a visually impactful paid media campaign for the beloved Bell’s Oberon beer across the Midwest. Partnering with Lydia Writes Good, I helped shape the campaign concept, incorporating Lydia’s signature illustration style to bring a fresh, vibrant approach to the brand. From concept development to production, I led the art direction, designing outdoor and social media assets, building a cohesive illustration library, and creating digital ads. I also developed detailed keyframes, which were artfully brought to life with animation and sound by the talented team at DropDrop. The campaign was strategically crafted to reflect the ever-changing Midwest weather, with messaging split into two distinct phases to keep Oberon top-of-mind throughout the summer. Breaking away from traditional beer advertising tropes, it celebrated Oberon’s unique identity while capturing the essence of Midwest summers. This project highlights my ability to lead a campaign from start to finish, delivering a bold, break-through beer brand experience.

Role: Art Direction, Design, & Production

In collaboration with: Lydia Writes Good & DropDrop

Phase 1: Launch