Artfully Crafted

As a creative leader, I know it's important to create opportunities for my team to be inspired. Diverse experiences and spontaneous encounters can drive creativity in unexpected ways. Such as in this environmental execution for Blue Moon Brewing Company, achieving year over year beer sales growth of 20%, while also becoming a model that fueled a wave of new partnership sales activations for the Sacramento Kings.

Shortly after a family trip to Disneyland, I received the challenge from our Partnership Sales team to "improve the presence of our Blue Moon partnership on the arena concourse" which included nothing more than a branded tap at an unbranded beer kiosk.

Still inspired from the Magic Kingdom, I recalled riding the Soaring Over California attraction sailing over a sea of orange groves while citrus scent was pumped into the room enhancing the experience. This moment and the way I felt riding that ride became the spark for an immersive environment with tangible design and orange aroma that would enchant the area surrounding the kiosk.

The result was a concourse takeover that tapped into the delicious senses that drove Blue Moon beer sales with taste, touch and the sweet smell of oranges.