ABOUT

Knight Cap was a fully integrated, multi-platform campaign created in collaboration between the Tahoe Knight Monsters Hockey Team and Lake Tahoe AleWorx to launch the official Knight Monsters beer.

At the center of the campaign was Tahoe’s most enduring legend: Tessie, the mythical creature said to live beneath the depths of Lake Tahoe. We reimagined Tessie not as a gimmick, but as a symbol of the lake itself. She's powerful, protective, and a deeply rooted Tahoe urban legend.

The campaign positioned the beer as a product of Tahoe’s character: cold, patient, resilient, and a little mysterious.

MULTI-PLATFORM EXECUTION
Rather than creating a single hero film and adapting it across channels, each asset was designed specifically for its environment and audience:

Cinematic Broadcast Spot
A narrative-driven film blending mythic storytelling, premium VFX, and grounded humor. Designed for local broadcast and digital pre-roll, the film built Tessie lore while introducing Knight Cap as the official beer of the Tahoe Knight Monsters.

Social-First Content
Short-form, platform-native cutdowns leaned into sarcasm and self-awareness. Tessie became playful, reactive, and culturally aware, optimized for vertical formats, rapid pacing, and shareability.

In-Arena Experience (Knight Monsters Stadium)
Custom motion graphics and hype sequences were built specifically for the jumbotron and in-game moments. Tessie erupting from the lake became a crowd activation device, tying goals, power plays, and beer moments together in real time.

Out-of-Home Campaign
Bold, minimalist headlines paired with striking visuals of Tessie emerging from the water. Copy ranged from mythic to sarcastic, reinforcing local pride and cultural ownership of the legend.

Each execution respected the tone and behavior of its platform while reinforcing a singular brand world: Tahoe is deep. Tahoe is legendary. Tahoe brings people together.

Tessie is Tahoe. So are we.