Jameson “Game On” Campaign
Role: Senior Art Director
Scope: Concept, creative direction, pitch leadership
Channels: On-premise, off-premise, VAP, POS
Status: Pitch won · Platform launched
The Challenge
Jameson wanted to own the beer-and-a-shot ritual during sports season—turning a familiar behavior into a distinctive brand moment.
The ask was to create a campaign that felt timeless, bold, and instantly relatable, while working seamlessly across bars, retail, and in-store execution.
The Insight
Beer and a shot is already a ritual—Jameson didn’t need to invent a new behavior.
The opportunity was to claim the moment, give it energy and clarity, and make Jameson the natural choice when the game is on.
The Idea
“Game On.”
An action-driven platform that transforms a common drinking moment into a brand-building system—simple, social, and built for sports environments.
The idea was designed to be immediately legible, easy to execute locally, and flexible enough to live across formats.
The Solution
Developed and led the core concept for a winning pitch, supported by a full activation system:
Created a suite of on-premise tools including dartboards, tap signs, and coasters
Designed off-premise displays pairing beer + whiskey at shelf
Developed a bold key visual system celebrating social rituals with energy and inclusivity
Built a flexible POS toolkit to support local market execution
Delivered a VAP set that made “Grab a Beer. Pour a Shot.” tangible and fun
I owned the core concept and platform vision, with supporting Art Directors developing assets across the pitch deck.
The Outcome
Winning pitch that launched a new sports-season look for Jameson
Strong in-store and on-premise visibility during key periods
Increased rate of sale and engagement in bar environments where Jameson performs best
Established “Game On” as a go-to visual language for sports activations
