Coors Light was struggling to resonate with younger, more urban drinkers who couldn’t relate to the brand’s outdoorsy, Rocky Mountain heritage. So we created a campaign that re-introduced non-Coloradans to the beauty, adventure, and unstoppable spirit of the world’s most refreshing place and showed them how Coors Light could connect their everyday drinking experiences back to the Rocky Mountains.

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The videos above are the boardamatics I personally edited together from our storyboard artist’s static frames to help sell the campaign to the client and focus groups. Despite the fact that these tested very well with both the client and focus groups, the spots were ultimately shelved in favor of our CCO’s own campaign. Predictably that campaign ended up making headlines in its own right, lost our agency the MillerCoors business, fired almost all their employees, and almost shut down for good. You know, standard stuff.

My roles:
Concept | Copywriting | Visual Direction | Editing