Unleashing Unfiltered.
In 2018 Angry Orchard rode a pink wave of success, launching their spectacularly popular Rosé Cider. The sweetness of this drink permeated all aspects of the brand. They were becoming decidedly “cute” and losing site of our core product + personality—they were an ANGRY Orchard goshdarnit! Why so cute?
Aiming to bring back the bitter roots of the brand in 2019, Angry Orchard asked ISL for a campaign to launch their newest product: Unfiltered—a hazy, less sweet version of their flagship Crisp Apple. We took Unfiltered cider as an opportunity to “Un-filter” Angry Orchard’s advertising. Our work stripped away saccharine sheen, reminding consumers that the people they see on TV actually make the cider they drink. It’s not sweet or cute—it’s work they love doing (way more than making commercials).
Unfiltered All Over
On top of our 15 second hero spot, the team conceived and produced a slew of video shorts and photography to paint the full picture of Angry Orchard’s brand transformation—leaning heavily into authentic unscripted moments captured on set (along with a heavily scripted gag or two).
A cinematic trailer preceded the official rollout of the campaign.
It takes an orchard.