Selected writing / Campaign concept & copy

SAME LION. NEW PRIDE.

A familiar brewery. A fresh chapter. A campaign voice rooted in the brand itself.

Lion Bridge / Creative direction · Concept development · Editorial direction
The assignment

For Lion Bridge Brewing’s packaging refresh, the campaign needed to signal a new look while retaining what people already recognized and loved. Michael directed the writers’ room through ideation, concept selection, copy refinement, and final approval.

01 / The idea
Lion Bridge Same Lion New Pride campaign hero
Original campaign creative / Same Lion. New Pride.
02 / Campaign platform

Same Lion. New Pride.

Brand platform / Packaging refresh

Collaborative campaign copy / Creative direction: Michael Zydzik
Same Lion. New Pride.
Lion Bridge campaign creative
Original campaign execution
03 / Product advertising

Your New Mane Squeeze.

TAG Tangerine Wheat / Product-specific campaign line

Collaborative campaign copy / Creative direction: Michael Zydzik
Your New Mane Squeeze.
Lion Bridge product ad
Original campaign execution
04 / Retail execution

From line to shelf.

Campaign message / In-store application

Collaborative campaign copy / Creative direction: Michael Zydzik
Your New Mane Squeeze.
Lion Bridge grocery retail creative
Original campaign execution
Lion Bridge social contest
#NewPrideContest / Social
Lion Bridge launch news
Launch / Earned coverage
A FAMILIAR
VOICE, REINVENTED.

Michael led the writers’ room through ideation, identification and editing of the campaign language, with final creative sign-off. Individual headlines are credited as collaborative work, not sole-authored copy.

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