To protect and commemorate the moment, we partnered with Mischief @ No Fixed Address and Hunter’s Point to design and engineer a high-tech time capsule—an installation that physically archives the commercial until its eventual release. The capsule was ceremonially buried at the Coors Brewery in Golden, Colorado as part of a livestreamed event.
The system features a custom retractable mechanism that lowers the commercial into the ground, secured within a passivated stainless steel housing built for long-term durability. When the day comes, the Coors Brewery archivist—holder of the only key—will unlock the access panel and activate a push button, triggering the automated lift system to raise the capsule back into view.
Both the capsule and its commemorative plaque are now permanent fixtures of the official Coors Brewery tour, blending brand storytelling with engineering.