Strange Beast × Sierra Nevada

The Assignment

In summer 2022, I served as Chief Strainge Officer for Sierra Nevada Brewing Co., supporting the rollout of Strange Beast Hard Kombucha through a three-month traveling experiential campaign.

I drove a fully branded promotional van along the California coast, represented the brand at local events, connected directly with communities and consumers, and created social media content from the road.

The role combined brand storytelling, event activation, travel logistics, content creation and face-to-face customer experience.

Brand in Motion

Brand Activation: Represented Strange Beast in public-facing environments and helped turn product sampling and local appearances into memorable brand touchpoints.

Community Engagement: Interacted directly with consumers and local communities, introducing the product and building awareness person to person.

Road Logistics: Managed a mobile, travel-heavy assignment along the California coast while keeping events, appearances and daily brand responsibilities moving.

Social Content: Created content from the road connecting the product to places, people and the lifestyle surrounding the campaign.

Why It Matters

This role gave me firsthand experience representing a national consumer brand in the field—not simply designing a campaign from behind a screen. It reinforced how much good creative work depends on the full experience: the environment, the people, the timing, the story and the physical details.