Coney Island Brewing Company wanted to advertise their partnership with the New York Mets. The team and I brainstormed some possible directions to take, but as a Mets fan and former Mets employee I started thinking about the atmosphere surrounding Citi Field and the feeling of being at a baseball game. Ever since the 2015 Playoffs, at the end of every Mets home win, the speakers blare New York Groove by Ace Frehley. "Back in the New York Groove" had to be our tagline. New Yorkers were getting back into the groove of normalcy after a long pandemic and this phrase evoked a feeling of victory and excitement among Mets fans who know what that song represents. It just made perfect sense. I worked with the Mets team photographer to take the photos I needed to bring these ads to life.
Spring advertising promoting the Coney Island brand and showing off our new packaging. Coney Island the place is an important aspect of our brand DNA. With a cleaner design on the new cans, I wanted to have a gritty contrast and convey the thrills and amusement of Coney Island exploding around them.
