Background

Star System is a single-hop IPA brewed with Galaxy hops. This was a limited run created by Fernson Brewing, the top beer maker in South Dakota. The label featured a retro star map inspiring this 1060s sci-fi parody.

Approach

We wanted the spot to feel epic without taking itself too serious. To accomplish this, we followed a strict handmade aesthetic and re-created one of the most iconic sci-fi shots in cinema history.

Results

The videos produced strong engagement and buzz. For Instagram Stories, a blank star background was created so the Fernson team could add text and info as needed.

Behind the Scenes

This was a blast to shoot. I kept the production within a strict DIY world, not using any special equipment or lighting. The idea being these natural imperfections would make it feel more homemade.

The trick to making miniatures things look like big things is a crazy deep depth of field. If the foreground or background are out of focus, everything looks tiny. This requires A LOT of light. I initially lit the can with very beautiful and controlled lighting but it was nowhere near bright enough. By the end I had 3 or 4000 watts hitting the can and it’s still not perfect.

My neighbor Kurt created the moon by painting over a styrofoam half-sphere. It was amazing and only took him an hour or so. Thanks to my homie Nate for the score.