These are spec pieces for an ad campaign for Goose Island Beer Company. Most India Pale Ales have IPA on the label while Goose Island chose to create a line Pale Ales that are named 312 (Chicago zip code). It's a wonderfully bold flavor that should have an equally bold ad campaign. Primarily targeted to men that love craft beers.
Speculation
Spring 2015
These work equally well for ads or billboards. I love the expression of surprise in this model's face. It is sincere and earnest. The tight cropping creates a big and bod attention grab, while the copy is fun and entertaining and connects the word goose with the product by the color of the type.
The third one could be used both in Europe and America. The spelling is the most common three ways to spell beer in European languages. It suggests no matter where you travel in Europe Goose Island Beer is the import you will want to love. In the USA, it falls into the subliminal pattern associated with the "duck, duck goose" game. It would just drop the tag line. In all three ads it has a clear call to action to try a Goose Island 312.
The face is stock with just a slight amount of retouching, and I personally shot the product in my studio.
Photography, Photo retouching, Photoshop, InDesign