Role: Senior Art Director (Key Art, Campaign Concepting, POS Design)
Client: Saint Archer Gold / MillerCoors
Scope: Campaign concepting, key visual development, POS system design, experiential ideas
Results: Campaign approved for national retail rollout; included AR-enabled packaging and interactive displays. (Note: Olympics postponement paused rollout.)
My Role
As Senior Art Director, I developed the campaign’s foundational key art—establishing a visual language that paid tribute to the pioneers of skating, surfing, and climbing. Once approved, I collaborated with the team to extend the system across retail displays, packaging, and conceptual activations.
the work
The campaign centered around honoring the legends who shaped their sports. My key art set the tone, combining gritty textures, bold typography, and gold accents to reflect both the brand/product and the Olympic tie-in. We created AR-enabled cans storylines that unlocked trick tutorials and historical content, plus modular displays with Holofan technology built-in bringing life to the displays. These activations transformed point-of-sale into an immersive platform for storytelling.
