During the fall of 2007, I started working on these concepts with a wonderful team at Publicis Modem in NYC. As the interactive graphic designer on the project, my role was to concept, design and implement the stages of the work. In that decade, the internet still used Flash heavily and the banners were created in Flash. These two campaigns balance brand objectives with cultural authenticity and technological innovation - demonstrating strategic thinking that goes beyond visual execution to genuine cultural and consumer understanding.
The DraughtKeg campaign positioned Heineken at the intersection of innovation and tradition - maintaining the premium draft experience while revolutionizing delivery convenience. The sleek, high-tech aesthetic that communicates innovation without losing Heineken's premium brand equity. The multiple touchpoints showing the "chill and serve" process, making complex technology feel accessible. The visual system that positions Heineken as a forward-thinking brand leading beverage innovation.
Red Star Soul:
"Celebrating R&B and Soul Music's Finest Artists"
"Celebrating R&B and Soul Music's Finest Artists"
Demonstrated Heineken's commitment to authentic cultural connection, celebrating the rich legacy of R&B and soul music rather than simply sponsoring contemporary events. Focused on legendary artists and musical history, showing respect for the genre's cultural significance. Positioned Heineken as a genuine supporter of musical culture, not just an advertiser. Created immersive concert/event experiences that honor both the music and the artists. Design language that speaks authentically to R&B and soul music communities for cultural resonance.
