88rising
In a pilot venture with ABInbev, launched a new-to-world hard seltzer brand named Year Of celebrating bold flavors and the Asian spirit of fun.
From pitching the concept to ABInBev, to developing the flavors, spearheading the packaging and identity design, and leading the rollout, I guided every stage of development through to launch. This venture was a massive collabortive undertaking that executed across every vertical of 88rising: music, talent, content, digital, experiential.