Give the people what they want.
In order to launch Samuel Adams' newest IPA, Rebel Juiced, the team at ISL worked on building a social-first campaign around the bold, rebelious people who we hoped would be drawn to Juiced. We selected DC-based artist JD Deardourff to function as our spokesperson. We commissioned a screenprint from him, based on the beer's flavor profile, then documented the process. Directed by Mike O'Brien, shot and edited by Eli Sinkus, first assistant camera was Vinh Le, and I conceived of the concept and art directed.