In 2016, New Belgium had the wild idea to create a beer spokesperson for its new line of hoppy beers. The branding pitch was Voodoo Ranger, an animated character living in the real world.
My role was widespread, covering the development of Voodoo's tone and personality, creating character guidelines, and acting as the lead writer and design consultant to produce a wealth of strategic and humorous social assets for campaign launches and daily social media accounts, specifically Twitter and Instagram. Here is a selection of videos and images that are part of the Voodoo Ranger world.
VOODOO RANGER VIDEOS
Animations by the awesome Frost Motion out of Denver.
VOODOO RANGER LAUNCH
"Unexpected" 2017. A series of launch videos introducing Voodoo Ranger and his new IPA.
JUICY HAZE IPA LAUNCH
"Juicy Haze IPA Launch" 2018. The marquee asset for the Juicy Haze IPA campaign, a new year-round IPA.
THOUGHT OF THE DAY
"Air Travel" 2017. A series of "Thought of the Day" videos featuring life observations by Voodoo Ranger.
UNFILTERED BEER REVIEWS
"Spaceship Alloys" 2018. A series of videos of "Unfiltered Beer Reviews" to support the Juicy Haze IPA campaign.
VOODOO RANGER CELEBRATES
"Labor Day" 2017. Voodoo Ranger celebrates calendar holidays.
THE REGAL CINEMAS PROJECT
"Cinebarre Ordering" 2017. A custom project for Regal Cinema's Cinebarre locations, where Voodoo Ranger instructs how to order food.
VOODOO RANGER IMAGES
Design by New Belgium's in-house design team.
"Pickle" 2017. Social assets to support "Thought of the Day" videos.
"Night Moves" 2017. Voodoo Ranger's fictional accounts of moments in history.
"Fortune Favors the Bold" 2017. A series of random thoughts for Voodoo's social accounts.
"Downsize Your Life" 2017. Social assets to promote the Voodoo Ranger beer brands.
"Adventure" 2018. An ongoing campaign designed to get fans to deface photos.
"Downsize Your Life" 2017. An ongoing series of "bad" slogans for Voodoo's beers.
OUT OF HOME ADVERTISING
Billboards and digital campaigns for Voodoo Ranger OOH positioning. I provided concepts and taglines.
This billboard ran throughout 2017 on the Venice Beach boardwalk, just a block up from the iconic Muscle Beach.
For New Belgium's launch in New York, I consulted with New Belgium's digital team to concept and write for digital billboards strategically located throughout Manhattan, some of which coincided with real-time events.
USER-GENERATED CONTENT
Aside from amazing sales, the best response has been the UGC from fans of Voodoo Ranger.