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 10M views on Mike’s Youtube channel alone – and that’s worth a toast. Cheers!

As it turns out, people who drink Mike’s Hard Lemonade are not sad at all, but rather, very happy. The problem for Mike’s 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 at Fatal Farm as they developed their pitch. And thus began an amazing dialogue on visualizing the "Bright Side.” 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...




Client: Mike's Hard Lemonade

Agency: The Annex

Production Company: Gifted Youth
Director: Fatal Farm

Post-Production Company: The Mill
Executive Producer: Andrew Sommerville
Creative Director: Jeff Boddy
Art Director: Matt Darnall
Producer: Mike Pullan
2D Lead Artist: Andrew Pellicer
2D Artist: Dan Frantz
3D Artists: Adam Carroll, Jordan Carroll, Ross Scroble
Designers: Adrian Navarro, Josh Van Praag
Editor: Charlotte Carr
Colourist: Luke Morrison

Music & Sound Design: Duotone Audio Group, Chicago Recording Studio

Photos by Michael McLenighan