The national launch campaign for La Bête began as a competitive pitch. The brand needed a powerful creative idea that could stand out in a saturated beer market while fully complying with strict French alcohol regulations. Our team built the concept around the brand’s werewolf identity and the idea of revelation: revealing the power, intensity, and wild edge of this beer without showing people or real-life consumption. I developed the key visual direction and poster design that ultimately won the bid and secured the brand as a multi-year client. The campaign expanded into a full ecosystem of national billboards, print assets, and OLVs that played with cinematic horror codes to create tension, curiosity, and recognition for a young French audience.