Heineken Ahhh-cademy

As Creative Lead for Heineken Ahhh-cademy, I was responsible for the full creative direction and content development of an immersive internal training experience for Heineken Ireland. The project transformed conventional CX learning into a gamified, story-driven world, blending interactive storytelling, humour, and brand personality to engage stakeholders across multiple markets. I led all concept development, art direction, and motion production, designing a cohesive visual and tonal system that balanced Heineken’s iconic identity with playful, narrative-led engagement.

From there, I developed custom 2D and 3D animation, designed the in-game environments, and built a suite of interactive games that wove seamlessly into the event experience. Each component was created to encourage learning through interactive game play and simulated environments and scenarios. The aesthetic direction used subtle Heineken brand cues rather than overt logos, ensuring the focus remained on immersion and storytelling.

  • Heineken Ireland

  • June 2024 + June 2025

  • Creative Direction, Art Direction, Animation, Storytelling, Gamified Learning, Project Management, 3D Design and Animation

A star-shaped trophy with the Heineken logo and the text 'The Heineken Ahhh-cademy WINNER 2025' engraved on it, placed on a green and yellow base, against a dark background.
People attending a quiz event at the Heineken All-Cademy, seated at tables with drinks and snacks, watching a large screen showing quiz questions, with green themed decor and branding.
A sign reading 'The Ahhh-cademy' in green text, with a red and white background, outdoors near a building with a clock tower and trees.
Four individuals holding certificates and posing in front of a green Heineken backdrop, two men and one woman smiling, one man with a speech bubble that says 'Ahhh, that's refreshing!'
A room decorated with a green theme for Heineken, featuring a large display screen, tables with bowls of snacks, and Heineken branding.
A crystal star trophy with the Heineken logo and text, reading 'The Heineken Ahhh-cademy Winner 2025', is displayed on a tiered gold and green pedestal against a green backdrop.
Neon Heineken beer sign with a red star above the word 'Heineken' and the text 'HEAD WINNER 2025' below.
A dimly lit event space with green lighting, tables and chairs, large screens displaying the Heineken logo, and a stage with large star-shaped light decoration and promotional banners.
Digital display of a vault opening with the words 'Coldroom Vault Cracker' and '0.0' in green, featuring a keypad screen with a lock icon and 'Vault Open' message.

Other notable projects I’ve delivered for Heineken include standalone events and activations for both the core brand and its sub-brands, as well as leadership conferences, training experiences, the Global Bartender Awards, and a wide range of on-trade and off-trade support. My work has spanned everything from creative strategy, concept development, and pitch ideation to design and print production, event graphics, and full suites of 2D and 3D visuals and animation.