Central Market has the biggest and best Hatch Chile festival every year. So the pressure is always on to create something with the appropriate “wow” factor. For 2021, we decided – with the help of our design partners, Trace Element – on a “Hatch Has Landed” theme, which works perfectly with “little green beings” who hail from UFO-centric New Mexico. Both the look and the language are an homage to classic sci-fi movies, radio shows and comic books from the 1930s through 50s. The campaign included radio, outdoor, posters, social and even a choreographed drone show.