Oberon Eclipse

Building on the success of the summer Oberon campaign, I once again partnered with Lydia Writes Good to concept and execute a paid ad campaign for Bell’s Brewery. This time, the goal was to introduce Oberon Eclipse, a cozy take on the iconic Oberon beer, crafted for off-season enjoyment. Visually, the challenge was to leverage the recognizable Oberon can to help sell Oberon Eclipse while presenting both products equally. I developed a split-layout design to feature the cans side by side, capturing their complementary relationship. If Oberon is sweat, Oberon Eclipse is sweaters. Using the cans’ colors, I created a visual representation of sunlight and darkness, emphasizing their seasonal transitions. The layout prioritized clarity, maximizing product visibility and readability. For social components, I art-directed James Noellert to create playful, artistic vignettes illustrating Oberon’s journey from summer to the colder season. His work perfectly captured the brand’s whimsical tone. Additionally, I collaborated with the outdoor advertising team to design a glow-in-the-dark billboard, adding an engaging, interactive element to the campaign. For live-action components, I worked with Chop & Hue to bring two key concepts to life: one showcasing the product transition on-shelf and another following a woman hula-hooping across seasons, reinforcing the idea of Oberon as a year-round beer. This campaign embraced the idea of "Oberon and on," leveraging the beer’s existing fan base to establish it as more than a seasonal favorite. The campaign successfully celebrated Oberon’s evolving identity while staying true to its roots.