We freaking love working with 10 Barrel. It was an honor to get to do the marketing and creative for another delicious beer in their lineup, this time the most widely-distributed IPA in their lineup. 

JOE IPA, to be exact. And with a classic name like JOE combined with a complex combination of flavors and hops, we knew we had to show to complexity of mountain dwellers; we are a people of simple thrills and deep thoughts. We went with "It's a lifestyle" as the main headline for this campaign to show that as mountain people, we mindfully choose our way of life, from deep pow days to waxing skis to watching sunsets from a truck camper.
​It's a good life, and a good life deserves great beer.