Breckenridge Brewery
We are now starting to get some good press for the Ad campaign I shot for Breckenridge Brewery. It is in the "Behind The Lens" section of the June issue of PDN. Check it out if you get the chance. If you can't here are the photos and what the article said.
A CURE FOR WHAT ALES YOU
Miller and Budweiser can try to out-slick each other with their supermodel catfights posing as ads, but the microbreweries of the world have to rely on simpler (and cheaper) messaging. Far too often the results go down with all the fizz of a watery lager. But this elegant campaign for Breckenridge Brewery, shot by Denver photographer John Johnston for Cultivator Advertising & Design, takes a novel approach that works. Cultivator's Monte Mead says it's all about repositioning Breckenridge as a fine purveyor of handcrafted ales. Johnston placed the beer bottles on an old suitcase in his studio and printed directly from Polaroid negatives, which he then spliced together with tape. The scratched and distressed negatives lend an old fashioned look to the ads that connects with the brand's attributes. And all this was done on a micro budget. "We all got paid in beer," Mead says, "which isn't too bad because by the time you realize it you're too surly [ i.e. drunk] to care"
Client: Breckenridge Brewery
Agency: Cultivator Advertising and Design, Denver
Creative Director/Art Director: Monte Mead
Photographer: John Johnston
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