Music. People. And Beer.
Back in 2016, we helped @apexbrewingcompany define this central brand concept.
Ready for the next step, Apex recently approached us to explore how this (un)holy trinity could evolve into new campaigns and continue building brand awareness.

 

We decided to craft something fit for the beer loving community out there, using the tools available today.
Leaning into 90s-inspired storytelling, we embraced the awkward, the strange.

AI became a key collaborator — helping us explore characters, worlds, and ideas across storyboarding, casting, set design, and more. At the same time, we stayed close to the craft in key areas.
All assets were written and directed by us.
The packshots were built in CGI — where the AI-precision isn't optional.
The music was composed by human composers and the sound was processed the old-school way to land on that VHS ground.

We learned a lot during this fun process.

And, mostly, it reminded us how much we love making things — whatever the tools