Client: Constellation Brands
Role: Senior Art Director
Art direction, concepting, experiential marketing, and package design for Pacifico Beer, a cerveza rooted in the adventurous spirit of Baja surf culture.
Bars and board games have a unique, recently embraced relationship. We created the first-of-its-kind branded board game experience, built around Pacifico's heritage and history, a crash course in living life anchors up.
The program is built around a racing-style board game for up to 5 players, in which consumers take a journey through mountains, skate bowls, and ocean waves to learn from three sports legends - Jamie Anderson, Jack Mitrani, and Rob Machado.
In-bar POS drives consumers to buy a round, gather around, and play a round. We also created extensions including custom sports gear, and boxed games to take home as giveaways.