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Notes IPA

Content-Augmented & Virtual Reality - Series

2022

Zulu Alpha Kilo, Toronto, ON

Creative Director: Zak Mroueh Head of Design: Stephanie Yung Associate Creative Director: Kevin Sato Art Director: Kevin Sato Associate Creative Director: Vinay Parmar Writer: Vinay Parmar Designer: Zoe Kim, Kevin Sato Art Director: Philippe Visaya Writer: Victoria Lee Account Team: Erin McManus Planner: Spencer MacEachern Planning Team: Shaunagh Farrelly Client: SingleCut Beersmiths, Rich Buceta, Dan Bronson, Danielle Palermo Producer: Houng Ngui, Kathryn Brown, Jackie Pal, Lauren Schell Director of Interactive Production: Ece Inan Director of Integrated Production: Ola Stodulska DOP: Sean Donnelly Photographer: Sean Donnelly Studio Director: James Graham Senior Studio Artist: Jeannette Downes Lead Production Artist: Ashleigh O’Brien Lead Interactive Artist: Andrew Martin Production Artist: Mila Lukezich Post Production Assistant: Noah Mroueh Social Media Editor: Cecilia Bernasch Developer: Gillian Black, Ariana Emond Editor: Felipe Chaparro, David James Findlay Product Design: Spark Innovations Inc. Production Company: Zulubot, Table of Content

Notes IPA is the first beer crafted to teach you guitar. Each beer label displays a foundational guitar chord: C, D, G or E minor. Simply grip the can like you would a guitar to learn the finger positions for each chord. Scanning the Snapchat code on the label activates a shareable AR guitar lesson right on the can and turns it into a playable instrument. The pull tab is fitted with a custom-made guitar pick – designed to pop open the beer and used to play with.

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