Bulleit - a premium spirit with a heritage brand - wanted to bring their venerable tagline of “Frontier Whiskey” into contemporary culture.
Working with BFG, HELO brought the idea of “Frontier Whisky” to life by creating a pop-up bar experience that existed at the frontier… of art, culture, technology, and music. The centerpiece of the experience was a 3D printed bar installation. We complemented this one-of-a-kind object by collaborating with emerging local artists to create a tapestry of art, music, and interactivity. HELO director Annie Saunders, who led the concept process for the bar experience, also directed a series of short teasers for social and digital.
The experience premiered in Oakland, California and re-invented itself in March 2019 in Austin, Texas.