Way back in March—before all those REI Cannes awards—Venables Bell & Partners launched its first campaign for what was then its newest client, MillerCoors’ “craft” beer Blue Moon.
The theme of the campaign was “Something’s Brewing,” and the debut ad was a well-animated ode to creativity and artisanship. (Is that even a word?)
On Tuesday, the agency launched a new campaign offering a very different spin on the same basic idea. In this case, the brewing is really about cooking. The spot stars Roy Choi, the celebrity chef who allegedly started the food truck movement and inspired the John Favreau movie titled, appropriately, Chef.
Get ready for some more Valencia oranges, fast food and … telekinesis?
Whoa there, Jean Grey!
Here’s a behind the scenes video in which Choi explains how he was inspired by his L.A. homies to move away from a planned career as a doctor or lawyer and go into making the world’s most delicious tacos.
The press release tells us that Blue Moon just turned 21, so it can finally drink itself. It can also buy beers at concerts featuring the band Family of the Year, which collaborated with head brewmaster Keith Villa on the campaign.
Villa said: “I have always pulled inspiration for the beers I create from my travels and the creative people I’ve met along the way. I’m thrilled to team up with Roy and Family of the Year to pair our art forms and see how each of our creative processes influences the others.”
The video series also includes some Choi recipes that include Blue Moon as an ingredient along with chicken thighs, etc.
Here’s a behind the scenes short featuring the band, which does not include any VB&P employees.
With time and practice, they might just come up with that perfect song. But first, more beer.
Spot titles: “Brewer”, “Food” and “Musician”
Client: Blue Moon Brewing Co.
Agency: Venables, Bell & Partners / San Francisco
Founder, Chairman: Paul Venables
ECD: Will McGinness
Creative Director: Lee Einhorn
Senior Art Director: Kyle Jones
Copywriter: Chris Bull
Producer: Melissa Nagy
Producer: Sasha White
Director of Integrated Production: Craig Allen
Brand Director: Justin Pitcher
Brand Supervisor: Nicole Miesfeld
Brand Manager: Zoe Isaacs
Strategy Director: Tyler Wilson
Strategist: Dylan Phillips
Business Affairs/Talent Manager: Quynh-An Phan
Production Company: MJZ
Director: Dante Ariola
Director of Photography: Philippe Le Sourd
Executive Producer: Eriks Krumins
Producer/UPM: Natalie Hill
Production Designer: Floyd Albee
Editorial: Arcade Edit
Editor: Kim Bica
Assistant Editor: Glen Montgomery
Executive Producer: Crissy DeSimone
Post Producer: Rebecca Jameson
VFX & Design: The Mill
Executive Producer: Enca Kaul
Senior Producer: Erin Hicke
Production Coordinator: Chris Lewis
Shoot Supervisors: Chris Knight / John Leonti
Creative Director: Chris Knight
2D Lead Artist: Chris Knight
3D Lead Artist: Simon Brown
2D Artists: Jason Bergman, Lisa Ryan, Jeff Langlois, Tim Robbins
3D Artists: Nobu Sasagawa, Jason Jansky, Ahmed Elmatarawi, Luis Nieves, Anthony Thomas, Terry Zeigelman, Patrick Warner, Ed Boldero, Rick Fuentealba, Itai Muller, Steven Olson, Michael Lori, Monique Espinoza
Senior Colorist: Stefan Sonnenfeld
Audio Mix: One Union Recording
Audio Engineer: Joaby Deal, Andy Greenberg
Music Supervision: Songs For Film & T.V.
Composer: Silas Hite