ARCO
Tasked with bringing to life the concept of an ARCO “Straight Up Gas Institute”, I developed a wry voice for a no-frills place of fuel-related financial wisdom . Integrated campaign featured outdoor, print, radio, & digital. https://fredabercrombie.com/wp-content/uploads/2023/08/ARCO_FIELD_TEST_FINAL2.mov This “Field Test” won gold from the Outdoor Advertising Awards. (No nickels were harmed in the making of […]
Lagunitas Packaging
Revamped entire product portfolio to bring packaging under one umbrella for stronger brand blocking on shelf. In the first year, 6pack can sales grew overall, plus Maximus IPA growth up by 50% and Hoppy Refresher volume doubling in first year of rollout. Whoa. With increasingly crowded shelves (many with increasingly busy designs), we developed a […]
2020 Sucks
KEY INSIGHT: 2020 SUCKED To capture the zeitgeist of a horrible year, I pitched the idea of bringing back the cult fave “Sucks” Ale out of retirement. And marketing it as commentary on the year we all were in the dumps. https://fredabercrombie.com/wp-content/uploads/2023/08/2020-sucks-dumpster-fire.mp4 SOCIAL ENGAGEMENT: PIN TRADE In a time where there was minimal human contact, […]
Hi-Fi Hops Launch
How do you introduce an entirely new liquid? And make it the #1 selling cannabis beverage in California? Lagunitas’ love affair with cannabis is as long and tangled as its relationship with beer & music. And since combining hops and cannabis—in a zero-calorie beverage—was as revelatory as going from mono to stereo, I named it […]
Beast Of Both Worlds
The mad scientist brewers at Lagunitas dreamed up a brand new style of IPA: a hybrid of New England hazy and clear West Coast IPAs. I named it The Beast of Both Worlds and developed a modern kaiju visual concept to bring this Bi-Coastal story to life. Leveling up the Lagunitas dog with a big […]
Hog’s Apothecary
“I got a fever and the only prescription is more handmade sausage, charcuterie, and 500 cc’s of local craft beer.” This Oakland establishment came to my agency looking for a logo. What they got was a storytelling mascot … to the rescue! ::
The Book of Craft Beerds
I created the first book of craft beer label art. And the first book in history to hone in on hirsute beer labels. (Yes, a helluva claim to fame.) 250+ pages. 100+ breweries. 1 burly book. In 2010 I noticed two things in popular culture were, um, growing at an explosive pace: craft beer and […]
The Meth Project “Ask”
I was honored to write these TV scripts and work on set with director Darren Aronofsky. Career highlight for sure. :: Teens are naturally curious. They think they know everything. Often misinformation from peers; like, “is meth really that addictive?”. Our strategy was that the more informed you are, the smarter your decisions will be—so […]
Intel Visible Power
Integrated campaign featuring everything from digital banners to posters and in-store materials.
Oxgut Hose Co.
This company gives second life to retired firehoses, up-cycling them into high-end and ruggedly stylish products for home and life. I named it after the first firehose material (dating back to 400 B.C.). It’s bold, attention-getting, and a perfect match for the designs. We created the infinity hose logomark to symbolize their “second service” approach. […]