What is risk?For most people, a risky situation is one where you’re exposed to danger.Put another way, it’s the possibility of something bad happening.But for Andy Pearson, VP of Creative at Liquid Death, the definition of risk takes an interesting detour. For Andy, the real danger is not that something bad will happen, but that nothing will happen at all.No reaction. No learning. No breakthroughs.Just a boring piece of creative, dead on arrival, completely ignored.That’s why, over the course of his career, Andy has developed a habit of pushing himself into uncomfortable situations and doing “scary stuff” so that he can explore ideas that most people won’t even consider.But scary stuff isn’t the same as doing anything. There is always a Liquid Death Logic underneath every idea that helps the team connect the dots between dumb ideas and smart ideas in unexpected ways.Some of my favorite aha moments talking with Andy include:Andy’s favorite activations at Liquid Death and why he loves themOne of the scariest things Andy did early on in his career before Liquid Death that has shaped his outlook on risks and creativityThe questions Andy likes to ask in brainstorms to push ideas even furtherHow Liquid Death manages controversy and consistently transforms hate into something greatThe intriguing parallels between one of Andy’s hobbies (ultramarathons) and building a brandShow Notes:Below are links to campaigns and other inspiring ideas that came up during our conversation.CampaignsMike Cessario getting a fan’s face tattooed on his bodyLimited edition corpse paint with e.l.f. beautyThe Yeti Casket CoolerThe “Freeze to Death” Cold Plunge TankLimited edition Hot Fudge Sundae flavor with Van Leewan Ice CreamA partnership with Burton to create an unrideable snowboard called the Death Trap.A contest where you could win a free L-39 Aero jet called The Dehydrator. Cards Against Humanity Saves AmericaMoviesThe Voyage Out by Barlow Jacobs (Coming Soon)BooksBorn to Run by Christopher McDougall

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