Samuel Adams Rebel Juiced

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

2017
Samuel Adams Rebel Juiced
Samuel Adams Rebel Juiced
Samuel Adams Rebel Juiced