The brief was to refresh Oktoberfest so it was rebuilt as a loud, hyper-graphic universe instead of a tradition-bound theme. Blue skies, fake clouds, exaggerated scale and high-flash photography created a surreal, cartoon-bright universe where food and beer felt larger than life

The work leaned into nostalgia, humour and bold simplicity, pushing beers to absurd scale and using moments like the TNs cameo to cut through the flood of Oktoberfest campaigns across the city.