Michelob Ultra
PURE GOLD & WORLD SURF LEAGUE
Michelob Ultra Pure Gold sought to promote its beer brand prior to the World Surf League competition in Huntington Beach. The ask was to promote the product using messaging that was specific to Los Angeles and surf culture while simultaneously informing that this type of beer is organic and only 85 calories. I played a role in the creative process by concepting and mocking up the following ads.
OUR KIND OF TRAFFIC
This concept embraced the locations of the ad spaces on the 405 and other freeways in Los Angeles. We chose drone shots and party waves to show stunning surf footage as well as fun shots of a time and place you’d rather be than sitting in bumper to bumper traffic on the 405.
PURE BALANCE
This concept focused more on the enhancing Michelob Ultra Pure Gold’s organic messaging. We tied this into surf culture by using a vintage and old-timey look of surfer’s balancing by hanging ten. The old-school aesthetic paired well with the “Pure” messaging, focusing on a surfer’s form in their natural element.
OUT OF HOME ASSETS
The final creative concept we delivered for Michelob Ultra Pure Gold played off of the traffic in Los Angeles as well as the organic nature of surfing and Michelob Ultra Pure Gold. Photography by CD Thomas LaGrega. Copy by CD Brendan Gillen. Art by CD Erica Rudy.
Photography by CD Thomas LaGrega. Copy by CD Brendan Gillen. Art by CD Erica Rudy
