In the wake of a market saturated with lucrative, celebrity liquor collaborations, the gang from It’s Always Sunny in Philadelphia wanted in on the action. However, with much celebrity sponsored marketing falling on deaf ears, the team needed to pursue a different strategy.

Four Walls Irish American Whiskey is a brand that celebrates the absurdity of celebrity endorsements and leans to a matter of fact, snarky, blunt brand voice. The gang specifically wanted to generate a range of poster assets to accompany the brand’s launch campaign and serve as introductory ads for the product. Pulling inspiration from old bar posters from the 80’s, a number of image treatments were used to create a vintage feel, as though this brand has existed in the public eye for decades.