This section of the portfolio details all the work I did for our group project in second year, the Brick Brewing Company, for their somewhat newly-released Red Cap Ale.

There was a major challenge for this campaign. Originally, Red Cap was to be sold in a 'stubby' bottle; for those unfamiliar with the Stubby, it's essentially a fatter beer bottle with no neck; it was pretty much the quintessential Canadian beer bottle until it was phased out in the early 1980s. The big breweries, who own The Beer Store, took offense to this non-standard bottle (probably due to the success that Brick had with the relaunch of the classic bottle, but let's not editorialize). They claimed it was harder to sort the non-standard bottle, and threatened to withold standard longneck bottles from Brick if they continued using the Stubby. When this project was first assigned, the court case was still ongoing (and has since been decided in Brick's favour, though the other breweries are appealing the ruling), so we had to come up with a backup plan should Brick not be able to use the Stubby.

I designed this campaign to have several cohesive elements: the red border, the Brick Beer logo in the upper left corner, and the Red Cap logo on an angle in the lower right corner. This helped hold the campaign together; whenever you saw one of these elements, you'd know the ad was for Red Cap.

The campaign went very well. In fact, of the six groups in our class, we were one of two groups selected to present our campaign to the client. Sadly, this wasn't the type of campaign the client would have chosen to run, but I feel it meant that we were one of the best groups to have gotten that far.

So, without further ado, here are some selected pieces from our campaign.

Please note: while I did all art direction in this campaign and most of the copywriting, some pieces may contain copy from other people in my group. I have built this portfolio page with their permission.