Guinness

Guinness and Halloween are a natural match. When Diageo asked me to make the brand the go-to drink for the season, I leaned into the one thing they both share: the dark. I ditched the party tropes for a moody, high-end look that felt as rich as the stout itself. By positioning the "darkest of them all" as the official brew of the night, I turned a seasonal push into a perfect brand fit. It turns out, the dark is where this brew feels most at home.