Desperados is taking an unexpected approach to its latest campaign. The beer brand, known for going beyond the obvious, is collaborating with emerging graphic designers, painters, photographers and illustrators to create its digital advertising assets and first ever AR advertising experience. In doing so, the brand has formed the Desperados Design Collective, comprising eight individuals of diverse backgrounds from different countries around the globe. Considering the effects of the global pandemic on creative industries, the Desperados Design Collective is a meaningful platform for on-the-rise artists. It provides a global platform for these talents to showcase their work while ushering in a new wave optimism and forward momentum for their respective fields — all while continuing to embed the beer brand into the culture at large.
“The creation of the Desperados Design Collective reflects our desire to put creativity at the heart of everything we do,” says Rutger van der Stegen, Global Marketing Manager for Desperados. “In launching the unique mentorship program, we want to propel the artists of tomorrow forward and promote their talent globally.”
Working with talent across various mediums, the Desperados Design Collective is rooted in the spirit of playful experimentation and creativity that the brand is known for. What’s more, a key part of the initiative is that it offered mentorship along the way, provided by lauded designer Kate Moross, who helped inspire the creatives to go beyond the obvious, allowing their talent to shine despite the challenges of meeting virtually.
“As a designer, it’s important to challenge yourself and not get too comfortable,” says Moross. “This project has an original approach that celebrates everyone's individual style. There are lots of bold expressive outcomes that work together in unexpected ways.”
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