When setting off to build a campaign for a 40-year-old craft brand, it takes a bit of nuance to hits all the right notes and story. For Sierra Nevada, it all started with Ken Grossman. He created a world-class brand with a spark of an idea, a handful of hops, and a dream with no blueprint but his own. That Same spark drives the brand today with an innovative spirit and a collection of curious minds who push to make the world more exciting. With this campaign, Sierra Nevada invites fans to approach their passions with the same ethos. Being rooted in the outdoor lifestyle of its namesake, the brand needs to appeal to more passionate lifestyles. Brewing beer is an art, a science. Beer and food go together like peas and carrots. Music has always been a part of the beer culture. Through this campaign, we illustrated cultural connections to spark our drinker's curiosity.