Blue Moon

A mobile payment screen with ice cubes in the background, showing a payment of $65.00 to Monchichi for 'What for?'.

CLIENT

Blue Moon

2020-2022

YEAR

Brief

This project showcases a year's worth of ongoing campaigns for Molson Coors – Blue Moon, which appeared on Venmo from 2020 to 2022. We highlighted three Blue Moon products: Belgian White, Light Sky, and Moon Haze beers. Our team collaborated closely, sharing feedback and refining concepts to achieve visually captivating designs that resonated with the Venmo audience. The campaigns leveraged unique selling points of each beer, incorporating vibrant colors, real product photography, illustrated elements, and dynamic graphics to boost engagement. I was assigned to explore the style and design language that is seen below. One challenge was maintaining brand consistency while adapting creative assets for different occasions and user demographics, which required iterative testing and adaptation.

Ultimately, the campaigns generated positive responses, with increased interaction on Venmo and heightened visibility for Blue Moon products during key seasonal moments. This comprehensive approach not only showcased our ability to merge illustration with animation but also demonstrated the effectiveness of strategic design in digital promotional platforms.

Roles

Creative Director: Lauren Gramprey

Senior Animator: Akeem Roberts

Animators: Samantha Szura, Zach Jones, and Amy Jeong

Red and white checkered pattern with a repeating diamond and square design.
Two Brown Beer Bottles with Blue Moon labels against a dark blue background.
A glass of Blue Moon beer garnished with an orange slice, with a full moon in the night sky in the background.
String of outdoor string lights hanging above a wooden stage with clouds and blue sky in the background.
A navy blue square background with scattered white dots resembling stars. Blue moon drinks.
Text saying "FOR" in light blue and "YOU" in dark blue stacked vertically.
A can of Blue Moon LightSky Citrus Wheat beer placed on a dock by the water with a cartoon-style illustration.
Beach volleyball net with four cans of LightSky Citrus Wheat beer, a volleyball, a sunny sky with clouds, and a bright sun in the background.
A blue graphic with the text "LONG WEEKEND" in bold, dark blue letters.
A blank white page with nothing on it.
A tall glass of Blue Moon beer with an orange slice garnish, and a can of Blue Moon LightSky citrus wheat beer, against a blue background with a white circular highlight.
A Blue Moon Belgian White beer bottle, a cartoon barbecue grill with smoke, and a can of LightSky citrus wheat beer against a white background
A glass of beer with a blue moon label and a slice of lemon on the rim.
An animated illustration of a hand holding a can of Lightsy Citrus Wheat beer, with the can tilted diagonally. The can features the Lightsy logo and a Blue Moon label, and is placed on a stylized orange boat or surfboard.
A can of LightSky Citrus Wheat beer in a donut-shaped pool float on a swimming pool mat with blue water patterns, and the words "Chillin" and "E" written on the mat.
A lit cigarette pack labeled 'Lightsky' with a blue moon logo, placed in a beach chair under a large blue and white beach umbrella, with a shadow cast on the ground.
A white-background image with a blue border, containing the text 'ONLY 21+' in the bottom right corner.
A bottle of Blue Moon Belgian White beer with a blue label and white branding
Abstract geometric background with shades of blue and intersecting translucent shapes.
A 12-pack box of Blue Moon Light Sky Citrus Wheat beer with cans showing on a pink background.
A glass of Blue Moon beer with an orange slice on the rim, and a can of Light Sky citrus wheat beer next to it, both set against a blue background with a bright white circle.
Illustration of the moon surrounded by clouds in a nighttime sky.
A glass of Blue Moon beer against a dark night sky with stars.
Blue shaped flying disc or frisbee.
Two cans of Blue Moon beer, one labeled Moon Haze and the other Light Sky, with a jar of fairy lights on a wooden surface and a sunset background.
Illustration of orange slices with green hop cones and a small blue dot on top.
Illustration of a pop-tart inside a paper muffin cup over grass with a rainbow background.
Illustration of a bowl of soup with a spoon, a slice of bread, and the word 'DINNER' in blue text.
Three hands reaching out towards each other, with one hand in the center and two on either side.
An image with text indicating it is for viewers aged 21 and older.
Two hands holding glasses of beer with orange slices, in a bar setting with bottles in the background.
A glass of Blue Moon citrus wheat beer with an orange slice, a can of Light Sky citrus wheat beer, and the text 'FALL TOGETHER' on an orange background.
Cartoon illustration of a clear sky with clouds and tree branches with orange and yellow leaves, and a wooden fence in the foreground.
A dartboard mounted on a wooden cabinet with a small wooden ledge at the bottom.
Beermug with a Blue Moon Belgian White beer bottle in front, topped with a geometric snow globe with snowflakes, and the words 'HAPPY NEW YEAR' above.
A tall glass of Blue Moon beer with a slice of orange garnished on the rim, placed on a table with a blurred background of blue and white lights.
Two Blue Moon beer bottles side by side on a white background.
A tall glass of Blue Moon beer with a slice of orange garnish.
A slice of pumpkin pie topped with whipped cream, next to a can of Blue Moon Moon Haze Juicy Pale Ale. The text reads 'To my main slice.'
Two glasses of beer with lemon slices and blue moon branding, surrounded by falling blue and white confetti, with the text 'LET'S PARTY' at the top.
Two glasses of Blue Moon beer with orange slices on the rim, set on a bar counter with a background of beer bottles.
An illustration of a beer tap and a glass of Blue Moon beer.
Illustration of two tacos filled with meat, topped with chopped onions and cilantro on a white plate with a lime wedge, and the words 'Tacos For Dinner' written above.
Sky with a gradient from light blue to darker blue, surrounded by white clouds.
The image has a dark background with a stone font scroll that reads 'HISTORY Meaning of Power.'
A bottle of Blue Moon Belgian White beer with a beach scene and mountains in the background, including seagulls on the shoreline.
A photograph of an orange slice with the phrase 'MADE BRIGHTER' in bold black letters across the center and the text 'ONLY 21+' in blue at the bottom right corner.
Silhouette of rocks and pine trees against a night sky with stars.
A tall glass of Blue Moon beer with orange slices beside it.
Illustration of a blue moon beer in a glass with a slice of orange on top, placed on a decorative stand. Brew tanks in the background, with the text "Respect the Craft" at the bottom.
A stylized cartoon scene of a city rooftop deck with a brown railing, a small round blue table, and an open window or door with a view of city buildings and trees in the background.
A Brooklyn-themed illustration with a bottle of Blue Moon Belgian White beer in front of a stylized cityscape and a large white circle representing the sun.