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Dos Equis + Tough Mudder

Nothing makes a beer taste better than 10k volts of electricity. As the creative lead in the best-in-class Tough Mudder / Dos Equis sponsorship, I conceived and implemented our “own the finish line” strategy. We branded the last obstacle on the course, handed out finish line beers, and created a branded beer garden anchored by a two-story bar full of consumer engagements. Our efforts created tremendous presence—garnering us a shocking 98.7 percent presence of mind among Mudders. In addition, we developed a photobooth technology that could survive the practical challenges of touring to 33 remote locations, function with limited connectivity, withstand exposure to inclement weather, and be set up and executed by a minimially trained local staff. It was a lot of effort, but all worth while when we gave consumers a chance to capture (and share) their triumph while their phones were safely locked away in a...less muddy...place.

Project Roles
Creative Director, Designer
Company
Mirrorball
Skills
Creative Direction, Creative Research, Creative Strategy
Media
Events
Project Industries
Beer, Sports
Dos Equis + Tough Mudder
Dos Equis + Tough Mudder
Dos Equis + Tough Mudder
Dos Equis + Tough Mudder
Dos Equis + Tough Mudder
Dos Equis + Tough Mudder
Dos Equis + Tough Mudder