Leinenkugel’s
“EA went above and beyond in delivering our vision. They were collaborative and incredibly easy to work with even with a tight timeline.
Talent wise they are as good as there is. I look forward to continuing to work with them on future projects.”
Matt Miller Associate CD, Venables Bell & Partners
“We partnered with Electric Art to launch our “Welcome to the Leinie Side" campaign for Leinenkugel’s beer.
It was an ambitiously complex visual world mixing idyllic lake scenes, beer, and subtle “Easter egg” gags.
The execution would require a mixture of original photography, 3D rendering and meticulously (and affordably!) sourced stock photography.
Initially, MillerCoors had concerns about us partnering with a shop on the other side of the globe. Would work flow suffer?
Would quality of work suffer? Not a chance. Electric Art is at the pinnacle of the game.
They were collaborative, good spirited and insanely creative. They delivered on time, each time.
Electric Art rocks, and I can’t wait for the next opportunity for them to make my work better.”
Cris Logan Design Director, Venables Bell & Partners
Looping Cinemagraph
Photoshop Build
Leinenkugel’s
We were super excited to work on this extensive print & OOH campaign for Molsen Coors brand Leinenkugel’s via Venables Bell & Partners. The brief required a highly crafted & slightly pushed look, with an emphasis on taste & flavour appeal. We worked to tight timings over Christmas & New Year with an awesome & talented team. Stephen Stewart brought all his photographic skills to the project creating & shooting a stunning flowing lake with floating fruit & leaves in our EA studio. Stephen also shot the beautifully lit heroic spritzed beer & bottle shots. We sourced a huge range of background stock, utilised components from our EA Image Library & composited the elements together to create five hero images with various adapts. An amazing effort by all involved led to a very happy client. The CEO of MillersCoors said they were some of the best looking ads he’d ever seen. We loved them so much we created a looping cinemagraph!
Venables Bell & Partners came back to us to create a second round of deliverables. We collaborated again with Stephen Stewart who created another water set in studio & designed the lighting so that all the elements would come together seamlessly in retouching. He beautifully captured the spritzed & iced bottles, honeycomb & hops, plus the water surfaces including reflections & splashes. Metallic labels were printed in the US for the new products & sent over for us to spritz, ice & shoot here on set. The honeycomb itself was delicious, really sticky & rather complicated to shoot. Multiple options of both the hops & the honey were shot by Stephen on different angles to match the initial mockups & comped together. The hops were flown in from SA, fascinating to know what the hops in your beer actually looks like! The backgrounds, characters in the canoes & honey bee's were created using a mix of stock & EA Library imagery.
Agency: Venables Bell & Partners San Francisco
Associate Creative Director: Matt Miller
Design Director: Cris Logan
Art Director: Cody Pate
Agency Art Producer: Renee Hodges & Marissa Serritella
Photographer: Stephen Stewart
Models/FX: Mark Guffogg