In 2018, World of Beer evolved from a beer-only establishment and began adding full restaurant service capabilities to many of its locations. To promote this service evolution, WOB wanted to launch an OOH awareness campaign within geo-targed areas in proximity to locations that now offered food.
Role: Creative Direction, Brand Strategy, Art & Photo Direction
Prior to launch, photography of food items was unavailable so initial versions consisted of scratchboard art and stock photography.
As photography became available, versions that featured hero portraits of the plates were created and replaced the initial versions.
