In partnership with Droga 5 New York, we brought to life the visual world of Coors Light's Obstructed Brews. The insight was simple: sometimes the seat you get at a stadium comes with a pole, a column or a corner blocking your view of the field. The idea gave sports fans a discount on their beer proportional to the level of obstruction. The worse your view, the better your deal. We handled art direction and design for the campaign, developing the look and feel, the idea logo and the design assets applied across all touch points, as well as the editing and motion design of the case study created for media and award shows.
Client
Coors Light, Droga 5 New York
Year
2025
Deliverable
Art Direction, Design, CGI Development
Our Craft
The visual language needed to hold three things together: the technology and AI powering the experience, the energy of live sports and the casual, lighthearted tone of Coors Light. We started with the idea logo. The mark had to carry the concept within it, so we designed the typography with one word partially blocking the other, creating an immediate visual cue to obstruction without needing explanation. From there we developed the data visualization system that showed how the technology worked. We drew from heat map language, building a scan visualization where obstructing structures shifted from red, representing the degree of visual blockage, to blue, representing the discount being applied. The transition was designed to feel intuitive, turning a complex AI process into something anyone in a stadium could understand at a glance. The full system balanced technical precision with the looseness the brand demands. Nothing felt over engineered. Everything felt like Coors Light could own it.