Wrangler teamed up with Better Beer for a summer collaboration centred on good mates, cold beers and not taking life too seriously. Shot at The Sunseeker in Byron Bay, the campaign leaned into Wrangler’s playful side through candid moments, unexpected poses and plenty of personality. Bringing together two Australian brands with a shared love of fun and authenticity, the work captured a distinctly Aussie sense of humour and confidence, injecting fresh energy into Wrangler’s brand strategy. I led the creative direction and execution of the collaboration, defining the shoot concept, art direction and tone of voice, and presenting the approach directly to the Better Beer team. I was responsible for owning the campaign end to end, with final sign-off across all creative outputs. The campaign rolled out across social, retail and in-store, with supporting creative developed to ensure consistency and impact across every touchpoint.

Wrangler teamed up with Better Beer for a summer collaboration centred on good mates, cold beers and not taking life too seriously. Shot at The Sunseeker in Byron Bay, the campaign leaned into Wrangler’s playful side through candid moments, unexpected poses and plenty of personality. Bringing together two Australian brands with a shared love of fun and authenticity, the work captured a distinctly Aussie sense of humour and confidence, injecting fresh energy into Wrangler’s brand strategy. I led the creative direction and execution of the collaboration, defining the shoot concept, art direction and tone of voice, and presenting the approach directly to the Better Beer team. I was responsible for owning the campaign end to end, with final sign-off across all creative outputs. The campaign rolled out across social, retail and in-store, with supporting creative developed to ensure consistency and impact across every touchpoint.