The Black Abbey Brewing Company
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Campaign Ideation
From start to finish, I was able to work with an amazing team to create 10+ Patron Saints to represent the bar experience for our client Black Abbey Brewing. We were tasked with making a long-standing Nashville brewery stand out from the recent boom of craft breweries across the country and from this ask, the Patron Saints were born.
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Creative Direction
Through scripts, saint ideation, and storyboards our team developed every aspect of our vision for this entire campaign from start to finish. We recognized the widespread love this campaign would receive and positioned each Saint in a way that’s just tongue-in-cheek enough to offend the daily bargoer for all the right reasons.
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Digitial Strategy
When you’re clients’ social is popular in a small portion of the world, how do you ensure their campaign is seen? We sent DM’s to beer publications and social media influencers across the country to ensure that we were able to take advantage of a small budget.
Saint Larry
Did someone say backflip? Larry might not be the brightest, but what he lacks for in brains he makes up for in marbles. To him, a table is more than a table, it’s an opportunity to drop his nearly-famous flying elbow. Street signs are more than street signs, they are moments to show everyone he can touch it with his forehead. And a handrail isn’t just a handrail, it’s how he slides right into your heart and the emergency room. If you are chosen to hold his beer, consider yourself blessed, for you are going to witness the most disastrous of miracles. Some say they’ve seen Larry walk on water. Others say he did an epic belly flop into it—depends on who you ask. But if you ever find yourself asking, “What would Larry do?” Just know, it’s probably not a good idea.
Saint Britney
Booster of confidence, complimenter of clutches. She is the instant bestie. Tales of her support are whispered in the never-ending line to the women’s bathroom. It’s said that her mirror selfies resemble that of a Baroque masterpiece—#baroquebitches. Men wonder why the women’s lines are so long, but little do they know that the confessional takes time, and Britney cares for each and every one of her new besties. Whenever you’re down or you just need to talk, follow the angelic sound of “YAAASS Queen,” and know that Britney is there waiting by the hand dryer.
Saint Gary
He goes by many names—Casper, Mr. Invisible, the guy on the Milk Carton, but most know him as Gary. One moment he’s the life of the party, conjuring good spirits and good times, the next—he’s gone. Leaving all who were with him wondering, “Where the hell did Gary go?” Don’t believe him when he says he’ll BRB, for his decision has already been made. Some say he ghosted his own birth. Others say he’s only a figment of your beer-induced imagination. But enjoy each moment you have with him because his presence is a present and when he’s gone—he’s gone. And you probably won’t realize it for a solid 20.
