SAINT ARCHER GOLD
Role: Senior Art Director (Key Visuals, Concepting, Campaign Assets, Visual Direction)
Agency: VMLY&R Commerce
Scope: Campaign concepting, key visuals, digital + retail activations, AR experiences, special promotions
Saint Archer Gold set out to introduce a new light lager during a highly competitive moment: the lead-up to the 2020 Summer Olympics, when sports and lifestyle brands everywhere would be vying for attention. We created a campaign that celebrated the “gold standard” spirit of skateboarding, surfing, and climbing — sports making their Olympic debut.
THE CHALLENGE
Launching a new beer in a crowded light-lager category is always uphill. Saint Archer needed a campaign that would connect with younger drinkers, leverage the cultural energy of the Olympics, and scale across retail, digital, and activation touchpoints. The challenge grew when the pandemic delayed the 2020 Olympics, ultimately shelving the campaign before it could go fully live.
THE WORK
The idea was to frame Saint Archer Gold as the beer for those chasing their own version of “gold.”
Key Visuals: Bold campaign art celebrating skate, surf, and climb athletes as modern pioneers.
Digital & Retail: Banner ads, social content, and in-store displays tied the visual system together across touchpoints.
AR Experiences: Cans and POS unlocked interactive tutorials and athlete stories, blending packaging with storytelling and prizing.
Promotions: Recycling activations transformed used cans into medals and prizes, reinforcing the Olympic theme and sustainability.
Special Activation: A harmonica-box style giveaway kit was created for travel agents and trade partners to build buzz for the first flight campaign.
MY ROLE
I designed the core key visuals and set the visual direction for the campaign. I also directed junior art directors and collaborated with other creatives to expand the system across activations, retail, and digital assets. My role included building and presenting work directly to client stakeholders, ensuring the campaign was consistent, adaptable, and retail-ready.
EXPANDED TACTICS
To create a fuller campaign ecosystem and amplify the Olympic tie-in, we proposed extensions that reinforced the “Choose Gold” narrative across community, sustainability, and retail:
Recycling to Medals: Inspired by Tokyo’s Olympic medal program, we proposed recycling Saint Archer cans into commemorative medals and custom gear, giving consumers a tangible way to “Choose Gold.”
Celebrating the Community: Beyond athletes, the campaign recognized unsung figures — coaches, shop owners, shapers — whose behind-the-scenes contributions make action sports possible.
Retail Podiums: Olympic-style displays physically elevated Saint Archer Gold above competitors, creating symbolic stature and disruptive presence at retail.
Social Activations: Built provocative digital tactics — rewarding fans who championed new Olympic sports and playfully responding to skeptics — sparking conversation and PR buzz.
OUTCOME
Though the campaign was ultimately paused due to the Olympic postponement, the work created a robust, scalable system that positioned Saint Archer Gold as a challenger brand ready to own its Olympic moment. The concept tied cultural relevance to a flexible toolkit that could live across media, retail, and activations.
Next Steps: Future phases would have expanded the AR storytelling into shoppable social and live event activations, broaden recycling initiatives into larger sustainability programs, and deepen athlete and community narratives to further cement Saint Archer’s role as a cultural participant, not just a sponsor.