On my first day at Hypnosis, I got to leave early and head to Gage Roads Freo for ‘inspiration’. Even as a non-beer drinker I immediately got what Gage Roads was about — and what its sad bizarro cousin, Beige Roads, was not.

My contributions to the Beige or Gage? campaign included video scripts, social copy, product copy and worldbuilding for Single Bin, the world’s saddest, most corporate beer.