Do Nothing
Imperial
Art Director
Do Nothing is a campaign rooted in Costa Rica’s Pura Vida mindset, inviting a hustle-worn audience to slow down. Through immersive storytelling, real-world activations, and unapologetic anti-hustle messaging, Imperial becomes more than a beer—it’s a reminder that doing nothing is sometimes exactly what you need.
Strategists
Aisha Cheeks
Uliya Yashtala
The Ask
Introduce Imperial as a premium lager that embodies the Pura Vida lifestyle and connects with U.S. audiences through cultural authenticity.
Insight
Doing nothing is actually harder than doing everything.
Idea
We challenged hustle culture by transforming everyday “productive” moments—like making the bed, hitting the gym, or answering emails—into immersive scenes overtaken by Costa Rica’s lush jungle and beaches. By letting the Pura Vida lifestyle interrupt the pressure to always be “on,” Imperial becomes a reminder that doing nothing is sometimes everything.
Key Visuals
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Socials
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Experiential
Limited-time merch available for purchase at the Imperial’s Osa Peninsula Pop-Up Bar–'Pura Vida Imperial' pint glass, monstera leaf bottle opener, & tote bags.
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