In Texas, a gusher of “black gold” used to mean oil. Now it means Shiner Bohemian Black Lager.
One of our art directors imagined a way to add shimmer to the black gusher. He studied signs from the Vegas strip and arrived at a method for hooking flickering pieces of tin to the board's face. Our media team opened doors by getting the outdoor company excited about it, who in turn invited our activation team down to the factory. Through rounds of revisions, the final effect was perfected, reproduced and rolled out – a result that would turn even Daniel Plainview's head.