Creative Director | Strategist
Grolsch came to us with a new brand line - Unconventional by Tradition. Just like you, I asked what does it mean and how does it connects to the urban creative audience that drinks beer in social occasions? We set out to decipher and dig into the meaning of a brand’s internal thinking and translate it to the beer drinker.
The best moments are born out of unconventional thinking. In the following two concepts, we took traditional social moments and enhanced them with urban ingenuity. They are aspirational moments, yet everyday enough for broad appeal.
ATL - content films, social loops, and print.
From getting creative with the resources at hand, a group of friends stage an impromptu outdoor screening in the city, just as the sun goes down. To a group of friends taking an unconventional approach to getting away from it all, and seeing their city in a whole new light along the way.
Film, digital and print
AGENCY: The Formery
Photographer + Director: Sam Robinson