Cannes Lions

Brewdog Lost Lager - No Artificial Lifestyle Ideals

MEDIA.MONKS, London / BREWDOG / 2022

Film
Supporting Content
Supporting Content
Supporting Content
Supporting Content
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Overview

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Credits

OVERVIEW

Execution

This piece captures the raw, contemporary and countercultural nature of Brewdog.

Reeling against the delusions of mainstream culture and unattainable lifestyle ideals, this performance piece had to be delivered with absolute conviction and credibility.

Our protagonist is not an actor, but a driven and ambitious musical talent, she feeds the monologue with genuine emotion, from genuine circumstance.

Visually disruptive from the start, the film creates an unsettling sense of confrontation and frustration rooted in these direct truths. This is done by taking rhythmic performance shots, crash zooms and whips, extreme close ups, split diopta, hand cranking and step printing all captured on 35mm, to create a frantic, observational and sometimes disembodied view. The treatment continually ramps up the defiance allowing the viewer to be dramatically immersed in every fluctuation of emotion. The fusion of high pace music videography with classic cinematic techniques creates something truly distinctive, unsettling and rousing.

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