Sierra Nevada is a really awesome family-owned brewer that makes the best beer on the planet. They were a craft pioneer 30 years ago. They are one of the truest green businesses in the country. And they never told anyone about it.
As tastes in craft have grown, so has the competition. Many Western brewers were perceived to be more experimental, daring and environmental.
The work with Sierra was about dusting off boots to awaken a dormant maverick spirit and crafting a fresh, powerful voice for the brand.
Through a full brand exploratory, brand POV, brand narrative, a vast content-rich website, film and retail print work, Sierra Nevada re-summoned a dauntless pioneering soul. Craft beer Mecca remains safely in Chico.
My Role: Head of Creative, Creative Director, Brand Strategy & Story, Live Action Director, Writer, Editor.
Exec Creative Director: Creative Director: Matt Mulder Creative Director: Interactive: Demetre Arges Senior Creative: Design Lead: Jessica Katona Creative: Koji Minami DP: Morgan Henry