The Grandaddy of Craft Beer
From 2016 - 2017 my team at ISL led and executed the creative vision for Samuel Adams’ editorial and advertising presence on Facebook, Instagram, Twitter and various other channels. Our campaign work introduced new products to market and showcased rebrands of beloved flagship beers.
ISL AGENCY | AUDREY MATTHIAS ACCOUNT MANAGEMENT | DANA FRASER PROJECT MANAGEMENT | LAUREN ZOLTICK STRATEGY | MIKE O’BRIEN CREATIVE DIRECTION | SPENCER JOYNT ART DIRECTION + DESIGN | MATT TANKSI + SAMMY YOON CINEMATOGRAPHY + VIDEO PRODUCTION | LAUREN EVERETT PRODUCTION
A Rebel Reborn
With relevance in the craft beer market flagging, Samuel Adams took a chance on youthful rebelliousness in their rebrand and reformulation of their signature Rebel IPA. To channel youthful energy directly through the product itself, we captured hyper hi-speed footage of the Rebel IPA bottle in several dynamic environments. We supplemented these key visuals with profiles of Sam Adams employees who pursue their passions encouraging our audience to Find the Rebel Inside.
LAUREN ZOLTICK Strategy | MIKE O’BRIEN CREATIVE DIRECTION | SPENCER JOYNT | ART DIRECTION + DESIGN | ELI SINKUS CINEMATOGRAPHY + VIDEO PRODUCTION | LAUREN EVERETT PRODUCTION
LAUREN ZOLTICK STRATEGY | MIKE O’BRIEN CREATIVE DIRECTION | BECKY NISSEL COPYWRITING | RUN RIOT FILMS CINEMATOGRAPHY + VIDEO PRODUCTION | SAMMY YOON EDITING + SOUND | LAUREN EVERETT PRODUCTION
The Colors of Summer
Samuel Adams repackaged their seasonal favorite Summer Ale into a limited release three-color-way representing the various vibes of summer. We took the color concept and and worked with Run Riot Films to materialize the environmental vibes alluded to by the colors of the packaging. Further supporting the campaign, we shot in-studio color-block looping motion pieces and worked with influencers to shoot similarly color-relevant lifestyle photos.
SOPHIE SHEPARD Strategy + INFLUENCER MANAGEMENT | MIKE O’BRIEN CREATIVE DIRECTION | ALYSSA MORRISON ART DIRECTION + DESIGN | SAMMY YOON CINEMATOGRAPHY + VIDEO PRODUCTION
The Nitro Project
A super weird one. We developed a series of three spots to help Samuel Adams launch a new line of smooth, creamy nitro beers. They wanted to focus on the mesmerizing motion of the beer’s post-pour cascade and build on the suspense that comes along with waiting for that pour to settle. We pitted that pour against a trifecta of internet distractions—puppies, animated memes, and synchronized dancing.
