BLUE MOON BREWERY
NEW LINES + PACKS
BRIEF
(in a modern tweet)
Create a video series to launch the orange crate packaging and new artistic line extensions based on different art movements.
APPROACH
Blue Moon came to us with two new line extensions and brand new orange crate packaging in honor of their humble beginnings. To tell the origin story of Blue Moon we went back to the start with the brewers and dug deep into the roots of the brand. For the new line extensions we explored the art genres through the eyes of actual artists in a dramatic approach.
Partnering with local film house Futuristic we shot a docu-style 90-second commercial to run between shows on the Discovery Channel and 30 second OLVs to announce the new lines through social and other media platforms like YouTube.
ROLE
Concept + Art Direction.
Senior Copywriter: Lee Perlman
HUMBLE BEGINNINGS (90 SEC)
Sometimes it takes 4 hours of brewer interviews, multiple b-roll shots, and a vintage barracuda to tell a great story in 90 seconds.
HUMBLE BEGINNINGS: DIRECTORS CUT (90 SEC)
Sometimes you just want to go back and try it one more time for fun. This would be one of those times.
EXPRESSIONIST COLLECTION (30 SEC)
To launch the expressionist collection we used a famous artist, Graham Smith, to take us through a modern interpretation of the style.
GRAFFITI COLLECTION (30 SEC)
To launch the graffiti collection we tapped into our friend network to track down an actual graffiti artist, who shall remain nameless, to spray some life into the launch.