When Pacifico Beer needed bold, on-brand promotional creative for one of the biggest surf events of the year—the 2025 US Open of Surfing—they turned to Direct Edge to make it all come to life. Held July 26 through August 3 in Huntington Beach, this iconic summer event draws massive crowds and global attention. And with a brand like Pacifico, everything had to reflect the easygoing energy of the coast, the thrill of the waves, and the art of great design.
We delivered a full suite of custom event and retail elements, designed to turn heads and bring Pacifico’s beachy vibe to life, both on-site and in stores.
What We Produced:
- Pennant Flags & Coasters – Event giveaways and store signage that tied into the surf culture aesthetic with bold color and clean print finishes.
- Faux Surfboards – Life-sized display pieces that popped in retail windows and event activations.
- Box Surfman Riding a Wave – A structural centerpiece we designed and built in-house, capturing the spirit of Pacifico’s adventurous branding. Check it out on Instagram!
- Tuck Cards & Base Wraps – Retail theater essentials that helped unify the campaign across different channels.
- Banners & Environmental Graphics – From storefronts to surf-side, these visuals brought cohesion and scale to the rollout.
Our creative and production teams worked closely with Pacifico to ensure everything—from the structural pieces to the smallest printed coaster—delivered on quality, brand consistency, and that laid-back, surf-inspired look and feel.
From Concept to In-Store to Oceanfront
This campaign is a perfect example of how Direct Edge helps national brands go big—translating creative direction into tangible, high-quality print that gets noticed. Whether you’re walking into a local convenience store or stepping onto the sand at Huntington Beach, the Pacifico brand presence is unmistakable.
See it in person? Tag us!
If you spot any of these elements in a store or at the event, tag us on Instagram @directedgemedia—we love seeing our work out in the wild.
Need help bringing your next big campaign to life?
From event print to retail rollouts, Direct Edge delivers high-impact creative at scale. Contact us to learn more.
