Working with the team at ISL, I helped to art direct the launch campaign of a new beer out of Samuel Adams’ brewery in Boston, Rebel Juiced IPA. We built a social-first campaign centered around the bold, rebellious people who we hoped would be drawn to Juiced; a loud, hoppy India Pale Ale. In a series of spots showcasing artists and other creatives – a nod to the graffiti-inspired design of the Juiced labels – we told the story of how beer, and the freedom to express, influence ones practice. For the initial launch, we selected DC-based artist JD Deardourff to function as our spokesperson. We commissioned a screenprint from him, based on the beer’s flavor profile, and documented the process. Directed by Mike O’Brien, shot and edited by Eli Sinkus.
Art Direction, Strategy, Photography, Storyboarding