I'm not really a 'beer guy'
But if I was, I'd want to be a Sapporo Beer guy. Something about holding an absurdly sturdy, steel can from Japan makes you feel a silly sense of superiority over some guy with a Bud Light (again, I'm not a beer guy so no offense). I loved working with Sapporo Beer because it's a drink with a bit of confidence, ambition, and a sense of adventure.
Unveiling Sapporo's blackest brew
I was introduced to the Sapporo brand through a few smaller projects and some social media but it didn't take long for me to learn of latest product, Sapporo Premium Black. Moosylvania's team was tasked with helping launch the product, and I had to be a part of that process.
Sapporo Black was meant to be an even more bold take on the standard Sapporo formula, so my goal was to create key art with a bold take on the brew's Japanese heritage. In a way, I was giving a story to the black gradient traveling up the can as I paired Sapporo Black with billowing black sumi ink. Inspired by the way ink interacts in water, the can is engulfed in this dark liquid while the surface of the can and the background become a canvas for the more traditional look of Japanese calligraphy.
Sparking adventure with Sapporo's summer campaigns
For Sapporo USA, the best day to celebrate is on June 18—International Sushi Day. I was challenged to design key art for both their summer campaign and to celebrate International Sushi Day. Chronologically, it made the most sense to treat them as a set, with both campaigns launching nearly at the same time.
Each is unique in their own way but share a similar color palette, product treatment, and subtle pattern. One pattern uses the city streets of Sapporo, Japan as it entices you with a chance to visit. The other, the linear pattern of a bamboo sushi matte, acting as a surface for the maki sushi-shape holding the photography in the center.
Redefining Sapporo USA's social media
When I was given the opportunity to create social media for Sapporo, I wanted to make it as ambitious as it was overseas. Locally, it hadn't quite defined itself past relatively simple product photography online, and my goal was to establish it as part of a lifestyle. Sapporo isn't just any beer, it has a rich history rooted in Japan, and those who choose to drink it in the states aren't looking for just any beer.
Photographing bottles and pint glasses were interesting on their own, but their signature "Kappu Nama" steel can was the biggest challenge. Its faceted and reflective surface catches light in a way that's equally fun and frustrating to capture. Small details like how much condensation is on the product, or how large the head is on a freshly poured pint help to tell entirely different stories.
Above all, my goal was to have fun—anytime I had the urge to share the photos and videos I captured with those around me, I knew I was doing something right.
I created social for many brands while at Moosylvania, including Hungry Howie's Pizza, Toraño Cigars, Dr. McGillicuddy's, 99 Brand, Wave Vodka, and more—but I've always had a soft spot for the work I created for Sapporo. When I visited Japan a few years later, there was something charming about seeing the beer so frequently, and even when studying Japanese sharing some of this work served as a great conversation starter while learning with native Japanese speakers on HelloTalk.
