MIKE'S HARD LEMONADE – DRINK ON THE BRIGHT SIDE

Role: Creative Director
Studio: The Mill
Agency: The Annex

Studies show that people who drink Mike’s Hard Lemonade are very, very happy. That’s the bright side. The problem is that male millennials don’t seem to be drinking the stuff! So our friends at The Annex reached out in hopes of spreading the word, connecting us with the directing duo of Fatal Farm as they developed their pitch. And thus began an amazing dialogue on visualizing the "Drink on the Bright Side” campaign. Highlights included how to saddle a puppy to seat a grown man, flying through a wall poster, and the effect of a sloth’s claws on the human mouth. Like I said: amazing…

Following the green screen shoot, we went to work by cutting the best performances together with the various assets needed for each composition. This edit became the foundation for our 2D, 3D and Design teams to build from. Most conversations centered on achieving the tastefully tacky design aesthetic. In the end, we found the sweet spot and delivered a happy, bright new campaign. After six months, I am even happier to report the campaign is nearing 10MM views on Mike’s Youtube channel alone – and that’s worth a toast. Cheers!


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