Hazy Little Thing IPA and Wild Little Thing Slightly Sour Ale were designed by Sierra Nevada to engage the mass beer consumer and break down the barriers and intimidation factors around craft beer. It was important to make these commercials fun, while also highlighting the set of standards Sierra Nevada has for its beer, while also being COVID-19-cogniscent. We developed the campaign: complex beer, simplified for your pleasure, to acknowledge the thoughtfulness that goes into the brewing process with a light-hearted tone. For the series of ads, we found two characters who represented this dichotomy: one the beer nerd, the other a guy who doesn’t know much about beer at all, to show that even if craft beer requires complicated brewing, it can still be easy drinking. And that using a mullet as an analogy for a hazy IPA generally produces some laughs.