Professional sports partnerships are key when it comes to beer, and the Raiders’ move to Las Vegas created a unique opportunity for Coors Light to show up in a new way. I had the opportunity to lead a team through concept ideation which ultimately landed us in a place that pushed our Coors Light field clients out of their comfort zone in the best way possible. 

We introduced the limited-edition, inaugural season 24 oz  Raiders’ cans leveraging their intrinsic branding of black and silver—a color far from Coors Light’s brand guidelines and thoughts. Along with it, we created a full suite of creative ranging from retail and in-stadium signage, e-comm social posts, digital assets, and OOH to support.