Hangar 1 Fog Point Vodka
Hangar 1 Fog Point Vodka
California was running out of water.
So we made vodka out of thin air.
California was running out of water.
So we made vodka out of thin air.
Client
Hangar 1 │ Proximo Spirits
Hangar 1 │ Proximo Spirits
Year
2018
Category
Product Design │ Brand Launch │ PR
Product Design │ Brand Launch │ PR
CONTEXT
CONTEXT
During one of the worst droughts in California’s history, producing vodka — a water-intensive product — became increasingly unsustainable.
Hangar 1 needed a way to keep making vodka without relying on the very resource that was disappearing.
During one of the worst droughts in California’s history, producing vodka — a water-intensive product — became increasingly unsustainable.
Hangar 1 needed a way to keep making vodka without relying on the very resource that was disappearing.
CONTEXT
During one of the worst droughts in California’s history, producing vodka — a water-intensive product — became increasingly unsustainable.
Hangar 1 needed a way to keep making vodka without relying on the very resource that was disappearing.
IDEA
IDEA
Turn fog into vodka.
In the Bay Area, fog isn’t just atmosphere — it’s water. Each cubic meter contains measurable moisture, enough to be captured and repurposed.
Partnering with FogQuest, we installed fog catchers across the Bay Area, harvesting water directly from the air. The collected water was then filtered and distilled to create Hangar 1 Fog Point — a vodka born entirely from fog.
To launch, we invited national media to experience the process firsthand at the distillery, supported by a documentary and a network of local creators. Bars across New York City, San Francisco, Los Angeles, and Miami featured the Fog Point Martini, turning the product into a cultural moment.
Turn fog into vodka.
In the Bay Area, fog isn’t just atmosphere — it’s water. Each cubic meter contains measurable moisture, enough to be captured and repurposed.
Partnering with FogQuest, we installed fog catchers across the Bay Area, harvesting water directly from the air. The collected water was then filtered and distilled to create Hangar 1 Fog Point — a vodka born entirely from fog.
To launch, we invited national media to experience the process firsthand at the distillery, supported by a documentary and a network of local creators. Bars across New York City, San Francisco, Los Angeles, and Miami featured the Fog Point Martini, turning the product into a cultural moment.
IDEA
Turn fog into vodka.
In the Bay Area, fog isn’t just atmosphere — it’s water. Each cubic meter contains measurable moisture, enough to be captured and repurposed.
Partnering with FogQuest, we installed fog catchers across the Bay Area, harvesting water directly from the air. The collected water was then filtered and distilled to create Hangar 1 Fog Point — a vodka born entirely from fog.
To launch, we invited national media to experience the process firsthand at the distillery, supported by a documentary and a network of local creators. Bars across New York City, San Francisco, Los Angeles, and Miami featured the Fog Point Martini, turning the product into a cultural moment.
RESULTS
RESULTS
Sold out in 2 weeks, driving traffic to the Alameda distillery
Generated 400+ feature stories across outlets including TIME, Fast Company, VICE, and USA Today
Reached over 2B media impressions and 6M+ broadcast impressions nationwide
Documentary film generated 600K organic views on YouTube
Helped reposition fog as a viable sustainable water source, sparking interest from the scientific community
AWARDS
Cannes Lions: 1x Bronze - 1x Shortlist
D&AD: 1x Wood Pencil
The One Show: 1x Merit
Clio Awards: 1x Silver
EFFIE: 1x Silver
El Sol: 1x Bronze
NYF: 1x Shortlist
MCC: 1x Grand Prix
ADDITIONAL CREDITS
ACHE Mx │ Stranger & Stranger │ Exposure USA
Sold out in 2 weeks, driving traffic to the Alameda distillery
Generated 400+ feature stories across outlets including TIME, Fast Company, VICE, and USA Today
Reached over 2B media impressions and 6M+ broadcast impressions nationwide
Documentary film generated 600K organic views on YouTube
Helped reposition fog as a viable sustainable water source, sparking interest from the scientific community
AWARDS
Cannes Lions: 1x Bronze - 1x Shortlist
D&AD: 1x Wood Pencil
The One Show: 1x Merit
Clio Awards: 1x Silver
EFFIE: 1x Silver
El Sol: 1x Bronze
NYF: 1x Shortlist
MCC: 1x Grand Prix
ADDITIONAL CREDITS
ACHE Mx │ Stranger & Stranger │ Exposure USA
RESULTS
Sold out in 2 weeks, driving traffic to the Alameda distillery
Generated 400+ feature stories across outlets including TIME, Fast Company, VICE, and USA Today
Reached over 2B media impressions and 6M+ broadcast impressions nationwide
Documentary film generated 600K organic views on YouTube
Helped reposition fog as a viable sustainable water source, sparking interest from the scientific community
AWARDS
Cannes Lions: 1x Bronze - 1x Shortlist
D&AD: 1x Wood Pencil
The One Show: 1x Merit
Clio Awards: 1x Silver
EFFIE: 1x Silver
El Sol: 1x Bronze
NYF: 1x Shortlist
MCC: 1x Grand Prix
ADDITIONAL CREDITS
ACHE Mx │ Stranger & Stranger │ Exposure USA
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