I led the creative development of Live Laugh Love Lager — a self-aware, tongue-in-cheek campaign that uses humour and everyday ritual to make beer culture feel human, relatable, and fun.
Client: Bright Brewery
Role: Creative Direction, Concept Development, Cinematography, Photography, Editing
Deliverables: Hero film, social cutdowns, campaign photography
Objective: Create a culturally playful campaign that subverts lifestyle clichés and connects beer with everyday moments of joy
Channels: Social, web, in-venue
Deliverables: Hero film, social cutdowns, campaign photography
Objective: Create a culturally playful campaign that subverts lifestyle clichés and connects beer with everyday moments of joy
Channels: Social, web, in-venue
FRAMES
Campaign Extensions
In addition to the hero film, the footage was intentionally structured to support a modular roll-out. Three shorter edits — Live, Laugh, and Love — were cut as standalone vignettes, each focusing on a single theme. The vignette edits were used to sustain reach and engagement following the initial launch, helping the campaign maintain momentum across social channels.
Directors Treatment
The original director’s treatment that guided the concept, tone, and visual storytelling from pitch through to final production.
