New Holland Brewing
A social campaign celebrating legendary stories shared with friends over drinks
Challenge
New Holland wanted to showcase its flagship Michigan brew through a series of “campfire” conversations. With this idea already cemented, we were tasked with finding a way to make these stories resonate on social.
Solution
We led a statewide search for folks with their own legends to tell and selected groups based on the audiences New Holland aspired to reach. We then filmed each in a docu-style format as they made storytelling magic in their usual haunts, stouts in hand.
The series quickly became New Holland’s most successful social campaign—drawing praise for its immersive, authentic style.
My Contributions
Content Strategy, Creative Direction, Copywriting, Directing, Post Supervision
Agency & Production
Executive Producer: Josh Buoy
Head of Production: Deidre Schoo
Account Director: Sara DeViney
Creative Director & Director: Chris Duncan
Copywriter: Molly Gardner
Director of Photography: Danger Charles
Editor: Bryce Bizer
Music: Jerome Begin