Brewed to Bite Back
Monster Brewing tapped me to develop a social launch campaign for their new product line: Nasty Beast Hard Tea. The assignment came with a distinct creative challenge, how to introduce a brand-new beverage while staying true to Monster’s edgy, no-filter personality. Known for pushing boundaries with an unapologetic edge, Monster’s DNA runs loud and wild, and Nasty Beast was no exception. From tone to visuals, every element of the campaign had to roar with attitude and demand attention.
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My Role:
Creative Direction | Social Strategy
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SOCIAL LAUNCH VIDEO
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For the launch, we kicked things off with a punchy, no-nonsense video ad designed to make an instant impact. The 15-second spot was built for speed, attitude, and shareability, quickly announcing Nasty Beast’s arrival. We adapted the creative across multiple formats to fit paid placements on Monster’s key social platforms, including Instagram, Facebook, YouTube, and TikTok. On launch day, the campaign delivered full-channel saturation, you couldn’t scroll, swipe, or stream without running into the Beast.
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SOCIAL MEDIA
I created a series of paid advertisements tailored for multiple social media platforms. Each ad was designed with simplicity and visual punch to drive curiosity, boost engagement, and spread awareness. The core objective was clear: to let audiences know that Nasty Beast was now available at local retailers.
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