At Two West, we were given a rare chance to work with global spirits company Pernod Ricard. Our assignment was to introduce Becherovka, a Czech herbal liqueur, to Colorado in partnership with Breckenridge Brewery. Rather than compete for attention in the crowded spirits market with another conventional liquor campaign, we built ours around something Colorado had plenty of enthusiasm for: hockey.

The campaign embraced the sport's rowdy, irreverent side, positioning Becherovka as the ​"Original ​Shot of​ ​Hockey." Working with Fraser Monk, Jen Yotti, and conceptual artist Daniel Bartle, I helped develop everything from the campaign's tagline, posters, table tents, coasters, and window clings to more ambitious ideas, including the Becherovka Berzerkers, a promotional street team, and the Slamboni, a hockey-inspired chilled shot dispenser.

The work gave us plenty of opportunities to have fun with the concept, from casting and directing photography to developing promotional ideas that went well beyond traditional advertising. Some were produced, others remained concepts, but all grew out of the same idea: make Becherovka a part of Colorado's hockey culture.