PROJECT OVERVIEW:

The production on this campaign was strategically decoupled with draftLine, AB InBev’s in-house creative agency, managing the production and Dutch agency The Valley managing the creative. Shooting documentary style, under the direction of Fight Gravity’s director Cameron Thurman, gave the team the agility needed to get everything from the shot list as well as moments that caught their eye while on location. The teams worked across time zones with draftLine based in the UK, the agency and brand in the Netherlands and the shoot taking place in Latin America. Effective communication was the key to the smooth completion of the project; the team also used Evercast, an editing platform, for real-time edit reviews. Frame.io for offline reviews and feedback, and virtual links for audio, VO and grade. The edit was done in-house by editor Jack Dawkins, who says that “working on the Hertog Jan project was a real privilege.” He adds: “My pre-existing knowledge of the brands, aligned with the creative direction, allowed me to find a middle ground that satisfied all parties, making the approval process smoother.”