141. ULTRAS | Why Liquid Death’s Creative VP Andy Pearson Runs 100 Miles

What do 314-mile foot races and viral ad campaigns have in common? In this episode of Furious Curious, Britton and Alex sit down with Andy Pearson — VP of Creative at Liquid Death — to unpack how ultra-endurance running informs high-level creative thinking, brand-building, and navigating chaos.

From hallucinating gingerbread men during 100-mile races to directing absurdly brilliant ads for one of today’s most unconventional brands, Andy reflects on why pushing limits physically helps sharpen creative instincts mentally.

This episode explores the meditative power of movement, the cultural rise of ultrarunning, and the importance of playing more — even in a world obsessed with metrics. It’s a lesson in how absurd ideas, when fully committed to, can change the game. 

LINKS:

ievenwrotethissickurl.com

liquiddeath.com

FOLLOW:

Linkedin.com/company/the-furious-curious

CREDITS:

Filmed and edited by Yavor Vesselinov, with additional production by Weston Simpson and Johnny Matlack. Hosted and produced by Britton Rice, David Harper, Alex Detmering, along with Alexander Woell and Nicole Lazar. Original logo is by Nate Betts.

Key Chapters with Timestamps 

[00:01:00] Origins of Ultramarathon Passion – Discover how a book, a hangover, and a mountain view launched Andy’s endurance journey. 

[00:05:00] Ultra as a Response to Creative Burnout – Running became a counterweight to the brutal ad agency grind. 

[00:07:00] Mental Shifts & Emotional Toughness – Why ultrarunning teaches resilience, trust, and calm amidst chaos. 

[00:08:00] Hallucinations & Spiritual Moments – From gingerbread men to skull-shaped rocks — endurance breaks the brain in fascinating ways. 

[00:10:00] The 314-Mile Vol State Race – A survival story of gas station food, shin splints, and driveways for beds. 

[00:14:00] Running as Moving Meditation – Running as active mindfulness, and how it fuels Andy’s creative process. 

[00:20:00] Why Running Isn’t Just Escape — It’s Strategy – How the mind opens up to clarity and inspiration mid-run. 

[00:22:00] The Cultural Rise of Ultrarunning – Tied to economic downturns, social media, and a longing for nature. 

[002600] Creative Crisis Management – On-set chaos mirrors ultrarunning — problem-solving, triage, and focus. 

[00:29:00] The Inner Standard – Why Andy always chooses the weirdest thing on the menu — and how that ethos shapes work and life. 

[00:33:00] Liquid Death as a Character, Not a Brand – Creative decisions come easier when you ask: “What would Liquid Death do?” 

[00:36:00] Dumb Ideas with Brilliant Logic – From $500 cookies to corpse-paint collabs — the genius of taking dumb ideas seriously.

[00:42:00] Contagious Fun & Inviting Others In – Why joy and playfulness are Liquid Death’s ultimate community-building tools. 

[00:47:00] Failing Forward: The Beauty of the DNF – Success is overrated — failure teaches more. Ultramarathons and comedy agree. 

[00:51:00] The Barkley Marathons: Designed to Break You – Andy’s firsthand account of the most infamous, unwinnable race in the world.