ANDREW CATURANO


Mark




Client: Mike’s Hard Lemonade
Project: Drink on the Bright Side campaign
Role: Concept, Art Direction

Credits
_Copy: Bob Howe, Eric Kripas
_Creative Direction: Benny Jackson
_Directors: Fatal Farm, Kyle Sauer
_Post-production: The Mill

Mike's Hard Lemonade, a beverage mostly consumed by women, wanted to be relevant to the male demographic, a consumer group largely unaware of the brand.

Our team stepped in to reinvigorate the brand through a series of TV spots inspired by early internet culture.