Slowpoke Studio's Ad Campaign for Wiseacre Brewing Company's Sky Dog Beer. Person holding a smartphone displaying an advertisement for Sky Dog Light Lager against a blue sky background.

SKILLS:

Branding
Art Direction
Strategy + Messaging
Multi Channel Marketing
Competitor Research

Sky Dog PREMIUM LAGER:

Leveraging high-fidelity digital assets and a targeted ad strategy to generate 3.45M impressions and a 5.74% CTR.

Wiseacre Brewing Company is well known for its experimental craft beer and playful, illustrative art style. Sky Dog, a low calorie Premium Lager introduced to the taproom in 2024, presented the need for a massive strategic pivot to appeal to domestic and calorie-conscious drinkers.

Sky Dog needed a new look to make it accessible to the masses & look at home alongside its competitors. In its first year at the Great American Beer Festival, Sky Dog won Gold. Overnight, the eyes of the industry were on a beer that didn't even have its final printed cans.

Slowpoke Studio's Ad Campaign for Wiseacre Brewing Company's Sky Dog Beer. Animated gif of selected advertisements for Sky Dog Light Lager featuring product mock-ups on blue backgrounds.

Mockups

I had to move quickly to capitalize on the hype. Since we didn't have physical packaged inventory, I designed and rendered high-fidelity digital mockups of the cans that showcased the new minimalist packaging—a departure from the norm for Wiseacre's beer designs. All marketing collateral was built using digital assets before a single can was filled.

Meta & Search Ads

Slowpoke Studio's Ad Campaign for Wiseacre Brewing Company's Sky Dog Beer. Google and Meta Advertisements for Sky Dog beer, including a premium lager, a light lager, and a 99-calorie lager, with descriptions of each product.

in the press

Through a series of optimized ad campaigns, I helped Sky Dog scale its digital footprint.

This surge in visibility landed the brand in both local and national publishers like Choose 901, Men's Fitness, and Forbes.

“It’s an admirably balanced beer with a kiss of barley sweetness upfront that dries out to a crisp finish with the subtle hop bitterness. I’m one to slowly sip and savor a beer while writing tasting notes, but I had to catch myself from draining my glass. Sky Dog is just so pleasant, tasty, and easy drinking, it’s no surprise that it took home a gold medal at America’s preeminent beer competition.”
— MENS FITNESS MAGAZINE

Once the physical cans arrived, I transitioned from digital rendering to high-energy creative lifestyle shoots to maintain the momentum.

Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. Packages of Sky Dog premium lager beer on an orange metal bench inside a modern room with a teal and gray abstract wall with circular windows
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. A variety of Sky Dog beers cans, with hands reaching to grab a can.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. Person in a gray t-shirt and black cap carries a stack of six packs of Sky Dog beer, with different flavors and branding, against a textured wall.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. A woman wearing sunglasses and a hat is outdoors under a clear blue sky, balancing two boxes of Sky Dog beer on her head.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. Cans of Mexican-style beverage called "Skyo Dog" stacked among colorful boxes.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. Person holding two boxes of SkyDog Premium Lager beer outdoors, with a tent and picnic tables in the background.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. Person holding a mesh bag filled with a variety of beers, showing arm tattoos and a casual blue shirt sleeve.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. Person holding a box of Sky Dog Lager beer with taproom bar in the background.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. A person in athletic clothing reaching up through a net to a smiling woman, holding a can of Sky Dog Lager in front of her.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. A can of Sky Dog Lager sitting on a tennis racket on a clay tennis court.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. A soccer player sitting on the grass wearing orange cleats, black socks, and black shorts, with a soccer ball and a beer can in hand.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. A woman drinking from a can of Sky Dog lager beer outdoors, with a cyclist in the background.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. Close-up of a person's foot wearing a running shoe on a piece of outdoor fitness equipment, with a can of Sky Dog Lager beer resting on the equipment.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. A cyclist stops for a drink during a ride while a woman with tattoos offers him a Sky Dog Beer and sitting on a fence near the Mississippi river.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. A woman with red hair, wearing a black sports top, smiling and holding a Sky Dog Lager can in an outdoor setting, with blurred trees in the background.
Slowpoke Studio’s ad campaign and creative direction for Wiseacre Brewing Company's Sky Dog Lager. Person doing push-ups on a sports court with a kettlebell a can of Sky Dog Lager beer nearby.

By leveraging high-fidelity digital assets and a targeted ad strategy, I transformed a gold-medal win into a national brand launch before the physical product even hit the shelves. The campaign generated over 3.45M impressions with an industry-leading 5.74% click-through rate, successfully positioning Sky Dog as a major player in the light lager category and securing high-profile features in Forbes and Men’s Fitness.

3.45M

IMPRESSIONS

$12k

AD BUDGET

5.74%

AVG. CLICK RATE

⌂

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