Recently I got to conceptualise a collaborative project bringing together Overload, Mission Brewing, Milestone Running, and a secret HOKA connection under one idea. While researching the history of North Park — where all the brands are connected — I discovered the original name of the neighbourhood: “Hartley’s North Park.”

After finding an old flyer and map featuring the name, everything started to click into place. The history, the streets, the community, even the old-time feel of the amber lager all naturally became part of the concept. From there I was able to build out the can design and the visual direction for the clip you’re watching here.