One of the coolest briefs a client can give an agency is, “Make me a beer ad”. We were given the opportunity to direct and produce a promotional video for BentSpoke Brewing Co, to show off their partnership with the Canberra Comedy Festival and reposition their brand image. We achieved this by telling relatable Australian stories, using young comedic talent, creating all-original rock music, and more.
- video production
- motion graphics
- music production
"This particular BentSpoke ad is all about the sound. As you know, the sound of a BentSpoke can is unique, and we really wanted to bring this to life. There has been lots of great communication, both verbal and through email, about exactly what we're both trying to achieve out of the project, but at the same time it also been quite flexible and we have been on-set trying to get the best outcome for both us and for Mude. Mude have been fantastic. When we first engaged with them it was with our Cluster 8 ad which we filmed in the Cannery. The film, the vision, the sound was fantastic, and just the creative juices just flowed."
Bentspoke National Sales Manager
To Mude, music isn't something you throw in from a stock website at the end of your production. It’s a part of the DNA of your video and your brand’s identity.
Each and every section in the song was created with the parallel scene in mind. To highlight the Bentspoke crack, we made it a key feature of our custom music production. Our in-house Producer Taka Perry sampled a Bentspoke can crack as the basis of the driving, rhythm-heavy instrumental.
Every beat of the music has the absolute intent to enhance the story we told. The music builds and falls perfectly in sync with the actions in each scene. For example, the first time our main character hears the Bentspoke crack through the phone, the music drops out completely. It emphasises how mesmerised he is by the sound, sparking him into action, as he jumps off the couch to the neighbourhood gathering, where the sound is coming from.
With the music setting an energetic tone for the entire video, our creative team got to work developing an illustrated storyboard to pre-visualise every shot. From these storyboards, we refined and planned the shoot. Whilst this is a fundamental step in every Mude production, it was particularly important in this project. The video’s memorability and comedic impact stems down to how every step, scene change, and shot synchronises with the custom music.
In preparation for the shoot, we locked down the timing of each shot based on the music and storyboard in a Video Shot List. This way, we could present and confirm every shot of the video with Bentspoke’s team, before the cameras started rolling.
As the main sponsor of the Canberra Comedy Festival, BentSpoke gave us the chance to work with talented Canberran comedians, Miriam Slater and Anthony Tomic. With no dialogue until the final moment, their trademark physical approach to comedy was essential to drive the action of the video.
In the editing process, we wanted to take the BentSpoke crack and visualise it a step further. Drawing directly from the existing iconography on the beer cans, our design team animated the sound using motion graphics. Every time a BentSpoke can is cracked, the iconic sound is accompanied by Bentspoke branded shapes flying through the air.