Since 2015, I led marketing for Lagunitas' specialty beers, including the Waldos' Special Ale, brewed in honor of the origins of 420 and the Waldos. In 2018, I worked with comic artist James Yamasaki to produce a limited-edition comic book detailing the history of the Waldos and Lagunitas, and released it with an expanded video element featuring interviews with the original Waldos and the founders of Lagunitas (with the help of the amazing Dinolion production house).
The Comic
Comic Artist: James Yamasaki
The Definitive Waldos' 420 Video
Shot and edited by Dinolion
Waldos' Special Posters
I wanted to bring an approach to Lagunitas' über-rare releases that felt like an occasion, with parties, schwag, and events built around the beers. From the more conventional coasters, bottle openers, t-shirts and case cards to more 4/20-centric schwag like 'memo' clips, stash tins, rolling papers and, my favorite, commemorative posters, every year meant some awesome new work with artists around the country.
Bay Area artist Nigel Sussman was so great to work with, I opted to make two consecutive posters with him. 2017's maze is much more difficult than meets the eye. The 2016 poster is an animated 'Where's Waldo' of sorts, featuring specific elements of the history of 420, like San Rafael's Louis Pasteur Statue, as well as Northern California staples and hidden gems, from the Rainbow Tunnel to the raucous Lagunitas TapRoom, complete with a key to find all the hidden treasure.
Some more Waldos' Special Ale posters from the last 5 years:
More Waldos' Content
I shot, produced, and edited several content pieces around the Waldos' Special Ale to support its national and international release.
For the crowd that couldn't view the 360º experience, I shot and edited a piece for the other platforms.
#MouthFeels: Waldos' Special Ale
With every new beer release, and especially with beer-fan-focused releases such as the Waldos' Special Ale, I sit with the Lagunitas BrewMonster Jeremy Marshall to shoot, produce, and edit our long-running series of #MouthFeels flavor videos.
Waldos' in the Wild
The posters, coasters, case cards, roach clips, and more are all designed to get out into the world, so here's some of that schwag showed up on Lagunitas' fans social media pages...
