How to Create Authenticity Without Sacrificing the Message

OUR CHALLENGE

To create a body of images capturing the restless spirit of American youth in pursuit of the open road as well as Sierra Nevada Brewing Company’s pursuit of sustainable business practices. Facing stiff competition in the microbrew market, Sierra Nevada Brewing Company developed a campaign that stressed authenticity to communicate the company’s core values to a value-driven market.

OUR SOLUTION

+ Selected real people over models to ensure that the look and feel was authentic.

+ In order to engender authenticity, LUCEO produced an actual road trip for the shoot. This created a fun-filled vibe with the models that proved essential in capturing the mood and candor the client wanted.

+ Chose a route that highlighted some of the best of the Sierra Nevada Mountains

+ Created a budget and time-driven plan by exploiting LUCEO’s Partnership network to locate a regional climbing guide to scout locations and organize logistics for the trek

+ Placed the client’s environmental values at the core of the production by curating an authentic wardrobe using various clothing recyclers. This allowed for the purchase (and subsequent reuse) of the materials to benefit charitable organizations and served to minimizing waste

+ Produced multiple visual assets for the client, including video and instant film for expansion of the campaign.

RESULTS

The work is currently being designed into the company’s new website as well as being developed into their 2012 print and POP campaign.