Shock Top

Shock Top needed help differentiating itself from the rest of the craft beer category. Since other craft beers were too serious/artsy, depicting their beer being made in a Van Gogh painting or something, we positioned Shock Top as a more fun and irreverent craft beer.

I wrote a series of digital films that used the End of Days as the perfect reason to drink some delicious beer and enjoy life to the fullest. The campaign culminated at the end of 2011 when fans could win a spot in the Shock Top Party Bunker: a real, Armageddon-proof, underground bunker fully stocked with Shock Top and a bowling alley.