THE BEST BEER YOU PROBABLY CAN’T PRONOUNCE

Client: Cigar City Brewing, Jai Alai Beer, and CANarchy

Problem: Jai Alai had loyal fans and a name nobody could say. In a competitive craft beer market, that's a real barrier to trial.

Solution: The name isn't the problem. It's the most interesting thing about the brand. Stop trying to fix it.

Idea: "The Best Beer You Probably Can't Pronounce." Turn the stumble into the hook.

My Role: Collaborated on concept development and supported art direction across OOH, transit, and digital.

Execution: OOH and transit campaign spanning bus wraps, large-format outdoor, and supporting video and digital placements — unified through bold typography, heritage framing, and product-forward layouts.

Impact: Increased memorability in high-traffic environments and gave Jai Alai a campaign platform built to travel across markets and media.