The brief

Get national attention for a regional craft brewery without a national budget.

10 Barrel Brewing, based in Bend, Oregon, wanted to break through with consumers outside their core markets — but they needed to do it scrappily, and without traditional ad spend.

The insight

Bend is home to the world's last operating Blockbuster. And that's a feeling.

We saw an opportunity to tap into collective nostalgia, reframe the past as the present, and make a small brand part of a much bigger cultural conversation. Blockbuster wasn't just a store — it was a feeling that millions of people shared.

The idea

A limited-edition co-branded beer. A block party. A national story.

I led the concept and execution of The Last Blockbuster — a limited-edition co-branded beer and a Blockbuster-themed block party held at the last store standing. Custom packaging, throwback design cues, and a PR-worthy launch moment that transformed a hyper-local event into a national story.

I oversaw creative direction, campaign rollout, media strategy, product seeding, and stakeholder alignment from start to finish.

The impact

What started with a Business Insider exclusive exploded into 598 placements.