Challenge

Jim Beam had a campaign built for the moment: as NFL teams fell out of playoff contention, the brand wanted fans to lean into the loss — toast the season, reset, and reach for a Jim Beam & Lemonade. The challenge was executing an activation that could break through the noise of a crowded postseason media landscape and create a genuine "look up" moment that felt as big as the campaign idea itself. 

Solution

On January 21, 2026, Pixis deployed 1,500 drones over the Hudson River to kick off Jim Beam's "Refresh Your Season" campaign alongside comedian and football fan Kenan Thompson. The aerial display lit up the New York City skyline with campaign imagery, translating the Jim Beam & Lemonade story into an out-of-home moment that demanded attention — from the crowd on the ground and from social media feeds around the world. 

Results

The NYC drone show gave the campaign launch its visual centerpiece, generating organic earned media that extended the brand's message far beyond any paid placement. Fan-captured footage spread widely across social channels, positioning Jim Beam as the brand that showed up for football fans — win or lose — with one of the most memorable brand moments of the 2026 NFL postseason. 

Want to create this kind of moment for your brand?
Let’s bring your story to the sky.