As Creative Director at Brightwave, I led the creative direction, art direction, project management, and physical production of the Heineken Experts board game end-to-end. As Heineken had come to us late in the day, they had internal timescales that couldn't move, making for an extraordinarily tight delivery. Week one: a two-day workshop with the Heineken UK sales team. What they told us shaped everything that followed. They didn't want anything staid, and they didn't want the digital learning formats they'd become accustomed to. They wanted teamwork, competitiveness, creativity, fun, and something much more interactive. That feedback fed the concpet. The answer wasn't digital, it was physical, tactile, and played in the same room. Week two: concept work. Game mechanics, category structure; Quality, Selling Skills, Speciality Brands, General Knowledge, the Super Six, board design, and rules of play. As soon as the concept was signed off, I sourced the printer and negotiated the compressed timescale directly with a surcharge that Heineken agreed to underwrite to secure delivery. Week three: design and artwork production across every physical component. Cards, board, instructions, and packaging, all finished to print-ready standard. Week three/four: Print production of 10 boxes. The board game was delivered on time. It was rolled out to the Heineken UK sales team and received enthusiastically by the team and senior stakeholders.