To celebrate Lone Star’s 140th anniversary, we reimagined one of the brand’s most iconic characters: the armadillo. Once known for stealing Lone Star in classic print ads, the dillo returned with a new role—to make every beer a Lone Star.

I was involved from early concepting through final delivery, helping shape the creative platform and build the campaign narrative. We developed storyboards rooted in authentic Texas moments, flipping the armadillo’s legacy into a celebratory, culture-forward idea. Partnering with a renowned sculpture artist, we brought the character into the real world as a physical hero asset that anchored the campaign visually.

My role spanned concept development, storyboarding, production and post-production collaboration, as well as writing across OOH, social, and digital placements. The fully integrated campaign ran across social, YouTube, CTV, digital radio, rich media, and OOH—driving brand awareness while reinforcing Lone Star’s place as the National Beer of Texas.