Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
All Day IPA - "Hop Into Easy" Campaign
Creative Director and Content Director
Brett Haberkorn
Date
2025
Role
I served as the creative lead for the All Day brand, guiding the campaign’s strategic direction, art direction, script development, and score. This project was a true collaboration between our in-house creative team, our animation agency - Warm & Fuzzy, and strategic agency - Y&L - each helping bring this world to life.
We began by developing our strategy through in-depth consumer research to understand how younger, emerging drinkers perceive IPAs, craft beer, and All Day IPA itself. From these insights, we defined the brand’s core positioning and built a messaging platform designed to connect authentically with this audience. These findings became the foundation for creative development.
What if the All Day IPA label came to life?
That question inspired our latest campaign - an animated world drawn from the beer’s iconic label art.
We created a 2D universe that embodies everything All Day IPA represents: adventure, refreshment, and the easygoing spirit that fits any day. “Hop Into Easy” begins with a moment everyone can relate to - the everyday decision of what to grab for the BBQ, what to stock the fridge with, or what to crack open after work. Because All Day IPA isn’t about special occasions. It’s about your occasions - the real, everyday moments that matter most.
The campaign unfolds through four chapters that celebrate these moments in all their forms, culminating in the vibrant world of the label art coming to life.
