What it is:
A limited-edition streetwear and merchandise collaboration with designer Benny Gold, celebrating High Life’s belief that quality should be accessible to all.

Why it mattered:
The brand needed to connect with a younger, style-minded audience without losing its heritage, so we set out to find the perfect cultural collaborator. Benny Gold shared High Life’s philosophy and street-level appeal — making him the perfect partner.

What I did:
Developed and led creative across merchandise, packaging, and a co-branded limited-edition High Life can. Extended the story with a digital content series highlighting Benny’s inspiration, process, and connection to the brand, all on a (verrrrrrry) tight budget.

What happened:
Built a highly authentic partnership that resonated with new drinkers, driving sales lift on 12-packs and sparking significant earned media.