BTS with Hike: Saugatuck Brewing Co.

Summer 2021 was filled with a variety of productions – digital campaigns, brand films, and holiday promos to name a few. But one of our favorite shoots was the spot we did for one of our favorite breweries, Saugatuck Brewing Company.

As a Michigan-based brand, we wanted to make sure the spot felt true to its home state, drawing people in with beautiful scenery and the fun times to be had. Or in other words: think of a Pure Michigan commercial, and then add beer.

To do this, our first step during creative development was attaching each of Saugatuck’s mainstay beers to an activity that felt like a Michigan summer pastime – hiking the dunes, watching the sun set over the lake, camping with friends, etc. From there, we identified locations that reinforced each beer’s narrative while showing off the Michigan landscape and season. Luckily, our DP (Tom Kinstle) is a Michigander, so he was able to provide lots of insight and direction into the best places to film in the state and what would look catchy on camera.

Over the course of four days, we got to see a variety of stunning locations and had the opportunity to work with a handful of talented actors, some Michigan-based and some from Chicago. It was a run and gun – but fun! – shoot that resulted in a beautiful end product, sure to make you nostalgic for those summer days.