La BRU is a craft brewery in Morelia, Michoacan that launched its U.S. invasion in December of 2025.
Now picture this: LA BRU’s truck, freshly arrived from Morelia, becomes the star of an epic heist on the streets of Los Angeles, inspired by the iconic car chases that define pop culture in the city. Taking a page from H.G. Wells’s War of the Worlds broadcast (the one that made people think aliens had landed), we crafted a media phenomenon using influencers, faux news posts, and the magic of artificial intelligence. The result? A high-energy, adrenaline-fueled campaign that brought The Magic of LA BRU to Los Angeles with Hollywood-style flair and just the right touch of chaos. Oh, BTW we think it’s the World’s First AI-Driven UGC Campaign created.
Phase 1
The focus here was to introduce the brand, its core values, our unique beers, and, of course, our main character: the beer truck.
We crafted content that doubled as a video journal, documenting the "virtual" journey of our truck as it traveled from Morelia, Michoacán, to Los Angeles, California.
For the first piece of music, we used AI-powered SUNO to compose a track. By providing prompts about our journey’s story and directing it to incorporate Mexican Regional music as the style, we created an authentic and inspired soundtrack for the campaign.
Phase 2
This phase was the ultimate test, acting as the "unofficial launch" of the campaign. After announcing that the truck had crossed the border and was on its final stretch to LA, we dropped the bombshell: the truck had been stolen. Drawing inspiration from Orson Welles’ War of the Worlds broadcast, we created a series of videos designed to mimic NEWS footage and posts. Security and RING camera-style clips captured the moment of the heist, while follow-up videos featured UGC-style content from supposed witnesses at the gas station where the robbery took place; all created in A.I.
To amplify the story, we partnered with about 20 micro-influencers who shared the content as if they personally knew the witnesses, lived nearby, or were in the area during the incident. This layered approach gave the campaign a gripping, real-time feel, making it impossible to ignore.
Phase 3
This phase was where we dialed up the Hollywood magic, turning up the spectacle and making viewers question, “Is this really happening?” The sightings became bigger, bolder, and more daring, creating an air of excitement and intrigue.
To amplify the buzz, we collaborated with geographically targeted high-profile influencers to expand the reach of the UGC-style content created with AI. This effort was further bolstered by micro-influencers, adding layers of authenticity and grassroots energy to the campaign.
Every piece of content, every post, and every amplification was meticulously timed to build momentum, all leading up to the grand finale: the reveal and the launch party.
Phase 4