Until 2021, Shiner had yet to make a dent in the IPA category. We helped craft Shiner TexHex IPA, a series of IPA flavors inspired by the mysticism of Far West Texas, like cactus water and rare hops.

We brought the TexHex IPA story to life with La Bruja, a wandering alchemist who gathers the desert looking for her otherworldly creations.

I helped concept and write La Bruja “sightings” in the style of found footage videos (inspiration: Blair Witch Project without the nose drip) to show followers what happens when you encounter her in the wild.

When it was time to tell the world that Shiner TexHex Bruja’s Brew IPA was available nationwide (and launch the second TexHex IPA in the series), I took the lead on concepting and writing a 9-panel animated comic for our social channels.