Description:

Panhead Custom Ales is a beer brand on a mission to liberate people from the humdrum, through the power of hot rod culture, heavy music and premium craft beer.

Our challenge was to create an experience that allows grownup ratbags to cut loose and live loud. And what better way to set people free than a taste of rock n roll?

Slay to Pay by Panhead Custom Ales is an installation that merges the worlds of craft beer, hot rod culture, heavy music, and interactive design. Conceived as an immersive experience, Slay to Pay invites people to engage via interactive musical performance.

Modelled after the iconic Marshall amplifier, the project comes to life as an interactive guitar amp paired with a custom Explorer electric guitar. A bespoke stand crafted from an upcycled beer keg, brewery piping, and Panhead beer taps blends industrial aesthetics with musical and brewing elements.

The installation pays homage to the Rat Fink aesthetic popularised by Hot Rod icon Ed 'Big Daddy' Roth. Roth's bold, cartoonish style informs the graphic elements of Slay to Pay, reflected in the typography, UI graphics, and illustrations that adorn the installation. These visuals evoke the rebellious spirit and artistic dynamism synonymous with both Roth's work and Panhead Custom Ales' brand identity.

Central to Slay to Pay's appeal is its advanced technological framework. Guitarists interact with the installation by playing the guitar, which is captured in real-time through a digital sound card. An onboard CPU processes the guitar data using custom code and AI-assisted ‘audio fingerprinting’, comparing performances against a vast dataset to assess skill level. Successful players are rewarded with a premium Panhead craft brew dispensed from the installation itself, enhancing the interactive and rewarding nature of the experience.

Debuting at the prestigious Rolling Stone Music Awards, Slay to Pay immediately captivated attendees and media alike. The installation subsequently toured venues, engaging Panhead fans with its unique blend of music, technology, and craft beer culture.

The project gained global media attention, with 70+ articles and audience ‘opportunities to see’ topping 100 million. Social media engagement soared by 300%, underscoring Slay to Pay's success in amplifying Panhead Custom Ales' brand presence and fostering deeper connections with its audience.