We were handed a creative brief for an 11” x 17” retail display poster for Space Dust IPA. Instead of drifting into predictable rockets, planets, and sci-fi tropes, we zeroed in on the real ritual behind the brand: cracking open a beer. The idea was simple, sharp, and instantly ownable — “Open Space.”
 

What started as a single retail poster immediately became the campaign that launched Space Dust into the stratosphere of IPA sales. Backed by parent company Anheuser-Busch, “Open Space” quickly evolved into a national billboard campaign, the back cover of Rolling Stone magazine, extensive digital advertising, and hundreds of retail displays. The campaign turned Space Dust into one of the top-selling IPAs in the country — and it remains there today.