AVAILABLE FOR PERMANENT | Melbourne or Sydney

TOBIAS MCCULLAGH
ART DIRECTOR  &  IDEAS MACHINE

PORTFOLIO        ABOUT

KHEMISTRY BENTSPOKE BEER LOOK ON THE BENTSIDE KHEMISTRY BENTSPOKE BEER LOOK ON THE BENTSIDE  




Bentspoke Beer

Look on the Bent Side
Agency: Khemistry
Client: Bentspoke Beer
ECD: Brent Liebenberg
Art Director: Tobias McCullagh
Copywriter: Heath Kunde

Contribution to project
  • Ideation, 
  • Mood board for typography  styles, 
  • Client presentation, 
  • Designed concepts for the ‘Look on the Bentside’ lock-up, 
  • Written-up design brief for a typography-specialised designer, 
  • Created posters, billboards, digital ads, coasters etc with the finalised typographic lock-ups
BentSpoke has a unique way of viewing the world. Where others take the straight and narrow, we prefer the more adventurous path – even stopping to smell the roses from time to time.

Our drinkers tend to do the same.

Bentspoke is for those who view the world differently, and its campaign must reflect that.

We explored optical illusions with the cans to help ‘bend’ viewers' mindsets, and even art sculptures made from cans. The ideation of concepts led to ‘words of wisdom’ that could show the world differently.




POSTERS


DIGITAL


OOH BILLBOARDS



EXTRA AD PLACEMENTS



OTHER WORK & IDEAS