PROJECT TYPE
Art Direction
LOCATION
France
AGENCY
HOMERUN (formerly Rosbeef!)
CLIENT
La Bête (Carlsberg France)
PRODUCTION
Studio Furious
DIRECTOR
Thomas Weil
The Key Visual positions the glass like Excalibur, embedded in a pile of peppers, directly tapping into the target audience's fantasy and gamer mindset.
RESPONSIBILITIES
• Concept creation for La Morsure as a signature consumption ritual
• Creative direction of product innovation in collaboration with a hot sauce studio
• Art direction for key visual and campaign narrative
• Creative development and supervision of the film with Studio Furious
• Definition of visual codes aligned with Evin law constraints
• Packaging design for the hot sauce
• Design of the serving plate and bar tools linked to the ritual
• Alignment of brand, experiential, and CHR touchpoints
IMPACT
• Differentiated La Bête in an ultra-competitive on-trade beer market
• Turned beer consumption into a memorable, multisensory challenge
• Increased bartender engagement by giving them an active, performative role
• Created a highly shareable ritual suited to social and bar culture
• Strengthened La Bête’s wild, playful, and experiential brand positioning
• Enabled easy rollout across bars through clear, codified preparation steps
BEHIND THE SCENES Creative Process
The Serving Ritual
La Morsure
To deepen the tasting experience, we created a service ritual that linked the beer to the brand’s lore. I imagined a presentation box designed to look like it was releasing purple flames. Using vapor effects, the box created the illusion of fire rising from below the glass. This theatrical reveal introduced the spicy cocktail La Morsure, where heat from the sauce met the freshness of the beer. The serving moment became a performance, emphasizing intensity and transformation.
LA BÊTE
La Morsure
Cocktail Ritual
To increase on-trade desirability and drive orders in bars, we created "La Morsure" (French for "The Bite"), a ritualized drinking experience designed to make La Bête stand out in a saturated beer market. The idea transformed the beer into a challenge by pairing it with a custom hot sauce developed exclusively for the brand, applied to the rim of the glass. Inspired by Micheladas, video games, and initiation rituals, the concept framed consumption as a test of bravery and pleasure. I defined the creative concept across product innovation, key visual, film, and packaging. The film, produced with Studio Furious, used an Evin-compliant, ethereal visual language and clear gestures to make the ritual instantly understandable and easy to adopt by bartenders.