sierra nevada

To bring Sierra Nevada's Hazy Little Thing IPA to life, we transformed a traditional beer activation into Camp Hazy—an immersive, campground-inspired playground. Blending the brand's playful, citrus-forward personality with unexpected scenic elements, we created a destination where guests could drink, explore, and connect. From an elevated party porch and custom-built lounge to interactive installations, infinity mirrors, and whimsical brand touchpoints, every detail was designed to turn a simple beer stop into a memorable experience. I led the project from pitching the initial concept and spatial design through fabrication coordination and onsite execution, bringing the entire environment to life.

ROLE:
Creative Director / Experiential & Production Designer

PROJECT:
Brand Launch & Experiential Tour

SCOPE:
Creative Direction / Spatial Design / Fabrication / Onsite Production

2025
San Diego, CA

WE TURNED THE PRODUCT INTO A PLAYGROUND.

Camp Hazy brought Sierra Nevada's Hazy Little Thing IPA to life as a playful, slightly surreal festival destination.

Inspired by the beer's bright, citrus-forward personality, I developed an immersive campground-meets-playground experience that invited festivalgoers to step out of the crowd and into a world of unexpected details, interactive installations, and places to gather.

From the initial concept through spatial design, fabrication coordination, and onsite execution, I led the creative vision and brought the experience to life.

CUSTOM ACTIVATION HIGHLIGHTS

  • Tree Tap: A fully functional beer tap seamlessly integrated into a custom-built tree.

  • Camp Hazy Bear: A custom bear mascot that poured pints from the tree tap and crowd-surfed through the festival.

  • Infinity Mirror Tunnel: A kaleidoscopic passage transporting guests into the backhouse.

  • Hops-Inspired Seating: Custom-fabricated chairs shaped like oversized hops.

  • Illuminated Citrus Sculptures: Oversized, custom-built oranges that brought the beer’s bright, citrusy character to life.

  • Hazy Porch: An elevated, side-stage viewing lounge offering festivalgoers a unique place to enjoy live performances.

  • Branded Music Programming: A fully programmed stage experience featuring artists including Peter Cat Recording Co. and Dominic Fike.

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