Partnering with Both Fernet and Pop-A-Shot, we reimagined the classic arcade game through a distinct Fernet lens: bold, playful, and built for bars.

Designed to travel, the game was fully collapsible and shippable, allowing it to move seamlessly between venues across New York. Each unit was custom fabricated with a welded metal frame, painted black, and enclosed with metal mesh side cages for a raw, industrial feel suited to high-energy bar environments.

The game featured interchangeable graphic dibond panels, reflecting Fernet-Branca branding while remaining adaptable for future use. Original Pop-A-Shot controllers were integrated into the build, paired with custom basketballs to complete the branded experience without compromising gameplay.

The activation was designed as more than a single moment; it functioned as a networked experience, moving from bar to bar throughout March Madness to follow Fernet’s audience in real time. We created a branded competition with repeat engagement through a digital version of the game available by scanning a QR code.

The result was a durable, modular activation that blended nostalgia, competition, and brand storytelling. It extended Fernet-Branca’s presence beyond a single location and into a citywide experience.

Fabrication & Production completed while under Millwright / Madwell.