The annual Tales of the Cocktail conference is a beloved industry institution — but most events stay in the French Quarter, gated behind expensive day passes and leaving locals out entirely. Fernet-Branca wanted in on the celebration without the exclusivity.

I art directed and produced a city-wide scavenger hunt through New Orleans that opened the party to any Fernet fan, badge or no badge. From concept to production, I designed all branded materials for the activation — and helped develop a replicable format that can bring local flavor to Fernet events anywhere in the country.