PROJECT TYPE
Art Direction
Events
Experiential
LOCATION
France
AGENCY
HOMERUN (formerly Rosbeef!)
CLIENT
La Bête (Carlsberg France)
RESPONSIBILITIES
• Developed the Full Moon Parties and Den Parties concept from the initial creative idea
• Shaped the full 360-degree experience and narrative framework
• Designed all visual communications, posters, and on-site materials
• Created the scenography direction, including foliage, lighting, props, and atmospheric cues
• Developed signature activations: the Cabine à Cri (Scream Booth ), the flame-inspired serving ritual, and the wolf throne photocall
• Directed visual cohesion across all installations, partner bars, and experiential touchpoints
IMPACT
• Delivered an immersive event platform that activated La Bête’s mythology in real venues
• Strengthened brand affinity through interactive, tactile, and highly shareable experiences
• Elevated the brand’s presence in bars with a turnkey experiential system adaptable across cities
• Reinforced La Bête’s identity with a distinctive world built around transformation, tension, and theatrical reveal
Façade Design
Clawed Entry
We created a full-scale poster façade that covered the bar’s entry entirely. The surface appeared clawed open, as if the beast had ripped through it moments before. Guests pushed through the torn opening to enter the space, turning the very threshold of the bar into a physical narrative moment. This set the tone before anyone even stepped inside, framing the event as a passage into the beast’s den.
Decorations
& Scenography
I designed the scenographic direction to turn each partner bar into a transformed environment rather than a simple branded setup. The concept played with the tension between nature and night: dense ferns, climbing ivy, and hops creeping around lamps, mixed with purple moonlight, suspended orbs, fog, candles, and shaded corners. The bar felt like a den revealed under full moonlight, where lanterns, props, and atmospheric lighting define the experience. The goal was to make guests feel as though they had stepped out of their city and into the brand’s hidden territory.
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.
Photocall
The Wolf Throne
For the photocall, we designed a wolf throne entirely in violet faux fur. The idea was to give guests a physical symbol of the brand’s world: playful, wild, and slightly absurd. The throne acted as a centerpiece for photos, creating organic social content and giving the event a clear visual anchor.
Hero Activation
The Beast's Scream Machine
The Beast's Scream Machine was designed as the hero activity of the night. We pitched it as a way for guests to “challenge the beast” directly. Visitors stepped into a small enclosed booth, screamed into a calibrated sensor, and tried to outperform the decibel score set by La Bête. Outside, a custom leaderboard updated in real time, turning the challenge into a moment of spectacle for the whole bar. I developed the visual system for the cabin, the scoring interface, and all supporting communication, making the installation feel theatrical and tied to the brand’s nocturnal energy.
LA BÊTE
Soirées
Soirées Pleine Lune (Full Moon Parties) and Soirées Tanière (Den Parties) were conceived as a way to bring La Bête’s mythology to life inside real bars. We built a fully immersive universe from the ground up: a bar transformed into a den, interactive rituals echoing the brand’s lore, and a visual identity shaped around the tension and energy of a full-moon night. I helped originate the concept and designed every touchpoint of the 360-degree experience so guests would feel they had crossed a threshold and stepped directly into the inner world of the beast.