Bringing Desperados’ party spirit to life through a bold global campaign.

As Heineken’s TQ beer brand, Desperados is known for its daring heritage and wild experimentation. To kickstart its new identity and packaging reboot, Desperados launched We Are The Party—a global 360 campaign designed to celebrate the brand’s unique party spirit. This integrated effort combined vibrant storytelling with a disruptive edge, creating a bold statement that redefined the brand’s position in the market.

My Role:
As the lead creative, I was tasked with overseeing the end-to-end ideation, development, and execution of campaign assets, ensuring they aligned with the brand’s adventurous ethos while resonating with a global audience.

What I Delivered:
Social Media Content: Developed attention-grabbing visuals and animations tailored for high engagement across key platforms.
OOH & DOOH Campaigns: Created striking designs for outdoor and digital placements that brought the campaign’s energy to life in urban spaces worldwide.
Visual Storytelling: Infused every asset with the bold, rebellious spirit of Desperados, ensuring consistency across all touchpoints.
Global Alignment: Collaborated with teams across regions to ensure local relevance while maintaining a cohesive global narrative.

The Impact: This campaign reinforced Desperados’ identity as a trailblazing, boundary-pushing brand. The assets not only increased engagement on social platforms but also strengthened the brand’s presence in key global markets, positioning it as a leader in its category.