Founders Sketch Campaign

I developed a Founders Brewing campaign around a brand persona rooted in freedom, resilience, and just the right amount of rebellion. The idea centered on the beer as a reward after a day well spent: something earned, not just opened. I wanted the campaign to capture the spirit of people who chase good stories, embrace grit, and find satisfaction in the unexpected.

My creative concept transformed ordinary bar environments into playful, imaginative scenes sparked by the first sip. As the person drinking the beer becomes impressed by the experience, their surroundings come alive through hand-drawn doodles, turning coasters, walls, tables, and napkins into expressive, imagined worlds that elevate the beer. By blending real bar settings with illustrated imagination, I created a print and digital campaign with a bold, memorable visual language that celebrates the feeling of discovery in every glass.