Pulp Art Hazy IPA

Brooklyn Brewery entered the Hazy IPA arena in 2021 and developed the concept of “Pulp Art” Hazy IPA a play on the crowd-pleasing Pop Art movement, combined with the juicy flavors of a hazy IPA.

For launch, I produced a campaign to translate the concept off-pack into the real world; representing the product as a work of art. I produced photo shoots to capture two concepts: Pulp Art in an art gallery setting, and the juicy, tropical flavors matched with a jungle atmosphere and bright tropical fruit. For video assets, we created an animated campaign that played off famous artistic masterpieces interacting with the brand with a wink. The message was clear: this beer is a juicy work of art. This 360 campaign resulted in the most successful brand launch for Brooklyn Brewery in the past decade, and launching Pulp Art into one of the largest new brand pick-ups the company has ever seen.