Role: Senior Art Director (Key Visual Development, Concepting, Campaign Assets)
Client: Coors Light / VMLY&R Commerce
Scope: Campaign concepting, key visuals, packaging tie-ins, retail + on-premise applications
Results: Built a fully integrated campaign concept that re-energized awareness of Coors Light’s cold-activated cans and extended the “Made to Chill” platform into an interactive summer engagement program
My Role
I played a central role in the campaign’s development — designing the hero visuals, framing the narrative, and extending the idea across packaging, POS, and activations. This work translated the concept into a seamless experience, from digital banners to in-store displays.
The Work
Moments of Chill turned Coors Light’s cold-activated can into the center of a new brand experience:
Mechanic: Buy → Chill → Scan → Unlock local “Chill Experiences”
Activation: Hyperlocal prizes and experiences (via Airbnb, DoStuff, TLC), AR-enhanced POS displays, and cultural tie-ins tailored by region
Retail + On-Premise: Modular in-store displays and bar activations that connected the scanning mechanic seamlessly to prizes and experiences
The Results
The concept reframed a well-known packaging feature as a gateway to summer discovery — blending product storytelling with interactive tech, local relevance, and digital engagement. It gave Coors Light a platform that could scale across North America, excite retail partners, and connect younger audiences to the brand on their own terms.