We were tasked with making Pacifico an integral part of the U.S. Open of Surfing experience and not just another sponsor. The back story on Pacifico is that it is the authentic surfer beer. The story goes, a group of surfers from California discovered the beer in Mexico and brought it back to the states where it has been a favorite among surfers ever since. This story got brought to life graphically in this campaign. The mountain, which is featured on the label, represents the port of Mazatlán, where it is brewed. Follow the stripes up the coast to the iconic Huntington Beach pier, where the USOS takes place every year. The surfers headed toward the beer is emblematic of their journey and discovery. The bright, bold colors and iconic graphics made Pacifico stand out and top of mind during the entire event. I was also tasked with heading out to the USOS and painting the logo and the graphics on a hut we constructed for them.
