This work is for a fictional campaign for Camden Hells beer to be launched for activation in Japan. I and a team hired a Japanese-Austrian Illustrator, Lena Yokohama, based at UAL’s Camberwell College of Arts, to show the streets of Camden in her unique style. This was to be used on cans, promotional materials, and advertisements. We were also in touch with Camden Hells themselves throughout the process and were in talks of potentially taking this project further.