The Challenge: Increase brand visibility and memorability for Jai Alai IPA while reinforcing product personality across OOH, transit, and digital in competitive craft beer markets.
The Insight: Jai Alai is widely loved but often mispronounced or unfamiliar to new drinkers. Instead of correcting that friction, we leaned into it and turned it into a memorable brand hook.
The Creative Direction: Position Jai Alai as a confident, culturally rooted IPA with a sense of humor by celebrating the name recognition challenge through bold, high-contrast brand storytelling and flavor-forward messaging.
Execution: OOH and transit campaign creative built around the “Best Beer You Probably Can’t Pronounce” platform, spanning bus wraps, large-format outdoor, and supporting video and digital placements, unified through bold typography, heritage framing elements, and product-forward layouts.
Impact: Increased brand memorability in high-traffic environments, reinforced Jai Alai’s distinctive voice, and established a campaign platform adaptable across multiple media channels and markets.
My Role: Collaborated on campaign concept development and supported art direction across executions, helping translate the core idea into OOH, transit, and digital placements.
