Forty Creek Experiential Tour
Art Direction – Experiential Marketing2023
As the art director on the 160over90 team, I had the opportunity to design an activation footprint and experiential plan for Forty Creek, Canada’s original craft whisky distillery. The final footprint—featuring a custom-wrapped Moby camper, bar, whisky sampling program, and educational elements—went on tour to whiskey events across America.
My team explored a variety of approaches in our initial brainstorms including lifestyle-driven, brand-led, and Niagara-led territories, eventually leaning into the outdoorsy lifestyle the brand promotes. We took inspiration from its origins in the Niagara region for the materials and textures used throughout the space, from abstracted waterfalls to light wood to premium faux reeds/grasses. I designed the exterior of the moby to feature a stunning blue waterfall texture background, a bottle shot, brand tagline, and a qr code for CRM capture. No detail was missed, and the back of the Moby even opens to reaveal stunning photographic imagery and branding. And to drive home the camping aesthetic, the copywriter and I created bumper stickers with catchy bits like “Born in Niagara” and “Explore More. Worry Less. Drink Forty Creek.”
Below are additional educational signage pieces I designed for our footprint.
2023 Experiential tour designed and managed by 160over90
Creative Director: Matt Tornetto
Art Director: Bridget Halliday (myself)
Copywriters: John Berube, Madeline Houston
Production Managers: Mandy Heumann, Jill Stelzer
Production Artists: Amy Luna, Keith Miller
Account Executives: Maureen Chave, Lia Poin
Project Managers: Nicole Hagemann