From skyline to street, a citywide takeover that launched Guinness’s second Open Gate Brewery.
THE OPPORTUNITY: Launch Guinness’s Open Gate Brewery in Chicago in a way that felt earned—grounded in culture, not just promotion.
THE INSIGHT: Long before Guinness became a global icon, Chicago was one of the first American cities to pour it, creating a legacy no other beer brand can claim.
THE EXECUTION: We reignited that legacy through a citywide integrated campaign—featuring a headline-making drone show, bold OOH, social storytelling, limited-edition merch, and Chicago-inspired brews, proving Guinness isn’t just in Chicago’s history, it’s part of it.
Digital & Print OOH
Digital & Print OOH
Our digital and print Out of Home ads were strategically placed around the city for maximum engagement. Our designs leaned into the authenticity and grit both Chicago and Guinness own.
Social
Social
Through social media we analyzed trends and curated a feed that showcased the Guinness brand in an authentic way that would resonate with locals so the connection between Chicago and Guinness was clear.
We routinely organized photoshoots to debut new beers and merchandise only available in Chicago. With a feed balanced between organic, user-generated content and paid, we were able to quickly gain a massive following that contributed to consistent foot-traffic in the brewery and restaurant.
Drone Show
Drone Show
We crafted a surprise drone show over Chicago’s Lake Shore Drive that quite literally showed that Chicago and Guinness’s relationship has been written in the stars. The wait was finally over!
RESULTS
Launched Guinness’s second Open Gate Brewery
(a crucial initiative for the brand) with a city-wide takeover campaign spanning digital, OOH, social,
and experiential
15–30M+ campaign impressions across digital, social, and OOH
Viral drone show generated widespread social + earned media reach
Opening weeks drove capacity crowds and 1–2+ hour wait times
Product sales exceeded client expectations with Tens of thousands of visitors in first months
Established Guinness’ Chicago brewery as a top West Loop destination & experiential arm for the Guinness brand
Garnered earned media from PR outlets likes NBC Chicago, CBS News, WGNTV, and Fox 32 Chicago
MY ROLE: Experiential Design and Art Direction from concept to execution, spanning Social & Digital, OOH, Wayfinding & Signage, Graphic Design, Logo Design, Product Photography and Photoshoots, and Presentation Design.