Japanese
Craft Beer
A campaign for Japanese Craft Beer, an association of 23 Japanese craft breweries. The lifestyle driven strategy aimed to redefine the narrative around Japanese craft beer, introducing a lot of the breweries to a worldwide audience for the first time. The goal was to create a relatable and memorable brand presence that resonates with a contemporary audience and tell a story of craftsmanship and authenticity that Japanese Craft beer represents.
Creative Direction, Production, Cinematography and Photography.
Core Colors
Keywords
Craftsmanship
Authenticity
Lifestyle
Discovery
Highlights
Campaign Spot - “Komorebi”
The original scope for this ad was a simple interview between the two master brewers from Three Weavers and Coedo, discussing the collaborative process behind Komorebi, a Japanese-Cafornian beer born from their unique partnership. However, my team and I saw potential beyond the interview format. While on location at the brewery, we expanded the narrative, capturing extra footage and transforming the project into a full-fledged ad. The result is a visual journey that delves much deeper into the story and showcases the craftsmanship behind Komorebi in a more engaging and visually compelling way.
Campaign Photography
The photo campaign needed to spotlight all 23 breweries equally while still presenting a cohesive, lifestyle-driven story. The challenge was balancing individuality with unity, capturing the craftsmanship, authenticity, and distinct character of each brewery while weaving them into a consistent visual narrative. By creating a flexible yet cohesive image system, we ensured the campaign could thrive on social platforms, introducing Japanese craft beer to U.S. audiences with a modern, relatable presence.
5 Locations, 3 brand Videos, 23 Breweries, 100+ images, 1brand awareness campaign.
Campaign Impact
The campaign delivered far beyond expectations, with the client thrilled by both the creative direction and execution. What began as a simple interview evolved into a full campaign video that became a cornerstone asset across marketing channels, elevating the campaign’s reach and impact. Alongside the video, we developed a robust social content calendar that drove strong performance across platforms, fueling engagement, boosting likes, and helping introduce Japanese craft beer to a wider U.S. audience with authenticity and lifestyle appeal.
