In response to a strategic brief from Coopers Brewery, I developed a comprehensive campaign concept designed to bridge the gap between the brand's storied heritage and a younger 18–35 demographic. Tasked with revitalising the iconic Coopers Pale Ale for a digital-first audience, I executed the project end-to-end, conceptualizing custom packaging and New Product Development (NPD) gestures alongside high-fidelity product photography produced in my home studio. The resulting campaign features a cohesive suite of social media assets, motion concepts, and point-of-sale collateral that modernises the brand's visual language. I demonstrated how a heritage brand can maintain its loyal fanbase while successfully pivoting to meet contemporary trends in lifestyle marketing and social-first storytelling.
