Monsters of Smoke Tour Campaign
Timeline
Evergreen
2020 & 2021
Tour
Q3-Q4 2021
How do you bring one of the world's smokiest whiskies to consumers? Put the brand on the road.
The challenge? Drive engagement at both retail and in-person activations while maintaining brand consistency across all environments, all while also promoting the newest addition to their whisky lineup, The Wee Beastie. Additionally, the campaign needed to adapt the product-led hero visual to one that was more tour-focused.
Leaning into Ardbeg's unique, quirky, and bold personality, The Monsters of Smoke tour campaign was disruptive and eye-catching, strengthening Ardbeg's distinctive positioning within the world of whisky.
My Role
Led the visual development of the tour campaign across experiential, retail, and promotional channels. Creating a cohesive visual system that translated the campaign concept into a fully immersive consumer experience.
The campaign extended beyond traditional marketing materials through the mobile tour for which I designed the interior truck environment, vehicle wraps and educational displays.
Responsibilities
- Art Direction
- 360° Integrated Campaign
- Brand Activation Design
- Experiential/Event Design
- Print and Digital
truck design
WRAP + INTERIOR
DIGITAL + MERCH
Masters of
Smoke Tour Campaign
Given the success of Ardbeg's Monsters of Smoke Tour, Ardbeg wanted to take to the road again. This time however, truly honing in on their whiskies complex and smoky profile.
Instead of trucks for this tour, we went bigger and better with an airstream. This national activation centered around the idea of smoke not being one-dimensional and was turned into a guided sensory experience to help educate consumers on Ardbeg.
Timeline
My Role
Responsibilities
Tour
2024 - 2025
As Senior Art Director, I developed the campaign's key visual, as well as the airstream wrap, and translated it across the entire activation. Creating a cohesive visual system spanning experiential, retail, and promotional touchpoints.
- Art Direction
- Brand Activation Design
- Experiential Design
- Print and Digital
VEHICLE WRAP
PRINT + DIGITAL
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