As the exclusive festival beer and ale sponsor, Camden Hells proved themselves to be an adventurous and creative brand partner when it came to creating a vivid corner of Baz Luhrmann's Romeo+Juliet world. Their thirst to play and participate onsite inside the story I was writing really pushed the set build and physical accessories forward. These are just some of the campaign tenets I created with them:

• Camden Hells ownership of the Montague car garage 
• This "Rude Mechanicals" structure acted as Montague H.Q. 
• Car garage set design featured pool table from film and iconic "No Ticket, No Guns" hatch
• I designed a secret breakout space at rear of the garage 
• This hosted VIP experience by a dedicated actor playing head of Montague family
• Outside of the structure I designed the show's dedicated DJ area and dancefloor 
• I programmed all the music through curated playlists & the booking and briefing specialist DJs
• Here our cast hosted nostalgic scenes from film
• It functioned as the home base for our roaming Montague yellow truck 
• I ensured focus and energy remained sky high through spectacular performance beats
• It was the scene of Prince Captain police raids .... 
• ...... and territorial fuel games with rival Capulet family
  
• We created various physical branded items: can coolers, carry packs, totes and so forth