Bell's Brewery print ads

TASK: Promote the bells brand in a variety of publications with a broad spread of awareness goals.

Bell's has traditionally not engaged in very much traditional advertising. These ads buck that trend.
Some are purpose-built. Some are for specific events that needed promotion. 

We ran this full page ad in the popular magazine Beer Advocate. While Bell's generally does not advertise this way, we were excited to share Oatsmobile with the world and to get the word out. Since it's inception in 1996, BeerAdvocate has grown into the largest and most diverse beer community online and has many thousands of subscribers.

This concept for an Oberon poster/ad ultimately didn't get made, but still makes me laugh. I had a lot of fun painting this hairy guy.  The message I tried to distill with this is "Screw it, enjoy it whatever way you want. "

Started by Steve “Iceman” Brown,  The Iceman Commeth Challege is a rowdy (and almost always wet and dirty) mountain bike race. Bell's has been a principal sponsor 6 years now. Winners drink the Bell's beer of their choice from giant, solid ice chalices, as seen in the ad. Just to be clear, I agree with the headline.

As a sponsor of the International Congress on Medieval Studies, we invited participants back to our pub for pints after the event. I had a lot of fun creating an ad in this old-world style, featuring a brewing monk illustration from 1500 years ago. Interesting crowd; mostly professors, minimal amounts of chainmail.

To celebrate Bell's 30th Anniversary I designed a 16" bronze seal which was caste and finished by Cooper Foundry. That seal is the centerpiece of 30th Anniversary Ale and a series of ads to commemorate the birthday of one of America's oldest craft breweries.