Top Secret Campaign for Ethel's Beer

Cut+Run’s Joel Miller was enlisted by agency DDB to edit spots for a top-secret campaign for Ethel’s, a little known beer brand that was about to take over Cannes. The spots were part of an elaborate and clever self-promotion for the agency disguised as a true product launch, complete with spots, print, party sponsorship social media and custom ordered and designed bottled brew. 

 

The digital spots were shot on D5, Alexa and 8mm and then treated in Flame to make it look as if the footage was shot on VHS, Hi8 video for a home-spun aesthetic. The same was true for the edit, forcing Miller to “work against my training and experience” to employ awkward cuts for a hand-hewn feel. In other words: painful, but in a good way. Watch them here: http://bit.ly/EthelsJoel

 

“It’s always great to work with Mark Denton and Sara Cummins from Coy Communications and DDB NY gave us creative license to make the digital spots as crazy as possible,” says Joel Miller. “It was fun to keep it all secret and then to see what the response was once the cat was let out of the bag.”

 

Credits

Advertising Agency: DDB Worldwide / DDB NY

Global Chief Creative Officer: Amir Kassaei

Chief Creative Officer: Matt Eastwood

Executive Creative Director: Menno Kluin

Digital Executive Creative Director: Joe Cianciotto

ACD/Art Director: Carlos Wigle

ACD/Copywriter: Aron Fried

Copywriter: Katie Riddle

Senior Art Director: Shawna Laken

Digital Art Director: Megan Sheehan

Digital Art Director: Charlon De Graav 

Digital Copywriter: Frank Cartagena

Digital Art Director: Sam Shepherd

Digital Art Director: Patrick Jones

Digital Copywriter: Step Schultz

Digital Copywriter: Luke Carmody

Digital Art Director: Rachell Newell

Designer: Juan-Carlos Pagan

Head of Broadcast Production: Ed Zazzera

Producer: Katy Fuoco

Account Supervisor: Heather Olson

Director Of Digital Production: Paul Sundue 

Digital Senior Producer: Carly Ferguson

Digital Producer: Andy Tarradath

Digital Account Coordinator: Hawley Tremblay

Director of Print Production: Leslie Silver

Print Producer: Kim Oetting

Senior Project Manager: Andy Wong 

 

Design/Production Company: Coy! (London)

Design Director: Mark Denton

Designer: Mark Denton

Graphic Designer: Mark Denton

Typographer: Andy Dymock

Photographer: Sean de Sparengo

Director: Mark Denton

Executive Producer: Sara Cummins

Production Manager: Tanya Speight

DP: Sean de Sparengo

Assistant Director: Fern Berresford

 

Photography Studio: 

Tag Creative (London)

 

Retouching:

Smoke & Mirrors Design London

Studio 8 / DDB NY NY

 

Editorial: Cut & Run 

Editor: Joel Miller

Assistant Editor: Ben Jones

Executive Producer: Rana Martin

Producer: Melati Pohan 

 

Post Production: Moving Picture Company (New York/London)

Managing Director: Graham Bird 

Executive Producer: Justin Brukman

Producer: Christos Mountzouros

Producer: Jamie Loudon

Colourist: Aline Sinquin

Flame Artist: James Adamson

 

Music & Sound Design: Finger Music & Sound Design (NY)

Music Producer: Ewa Miller

Music & Sound Design: Dave Hodge

 

Casting, Record & Mix: Sound Lounge (NY)

Mixer: Seth Phillips

Executive Producer: Jill Silberstein

Producer: Andrew May 

Casting Director: Carrie Flaverty