Coors Light Southeast region Photoshoot
Coors Light wanted to have year-round photography that focused on the the southeast region and connect the younger African American demographic to the brand. Felt the younger target market views Coors Light as their “father/grandfather’s beer” and wanted to highlight the brand in a new light and reintroduce the taste and reliability. Program gained so much interest and the first wave of the Tailgate scene was so successful in the field the brand decided to open up the assets nationally for all field leader to use.
I helped lead the photoshoot and art direction, from concepting to sketching, building the pre-bid deck and attending shoot. As a team we pitched to various people internally within agency before pitching to clients. Wanting to keep this as authentic as possible and not go overboard and miss the connection with audience.
Photography was used for various POS for tailgate occasion, cookout and hangout.
Creative Team: Chris Posdal, Creative Director // Andrea Elder, ACD // Samantha Thiessen, Senior Art Director
Photographer: Aundre Larrow // Shoot Location: New Orleans
Art Direction // Photography // Concepting // Sketching
Sketches
Smooth sailing shoot? Very far from it.
Between a hurricane watch, mid-day downpours and limited hours we had obstacle after obstacle to tackle. We kept our cool and kept the client happy and ended up with beautiful shots. Understanding our goal and acting quick kept this shoot on track.