Creating work worthy of a rock and roll legend

As part of a recent $38 million expansion at Southland Casino, the property partnered with music legend and entrepreneur Sammy Hagar to open a 150-seat, rock-themed sports bar and grill. With a floating guitar chandelier, the restaurant definitely earned its tagline: “A sports bar that rocks.”

Built on this positioning, the award-winning multimedia branding campaign included billboards, print, digital, TV, radio, and even an amplifier-shaped menu. In the words of Mr. Hagar, “Some of the best s— in years. Really funny, I love it!” Best accolade ever.

Roles: copywriting, creative direction; developed with Archer (Memphis)