Lagunitas

Lagunitas Video Content — work done at Teak in 2017
Senior Copywriter / ACD

It was dawn. The sun’s rays crawled through windowpanes and across a table, fathom by fathom, in a agency conference room. Two bottles of Lagunitas IPA were popped,and their caps spun together through the air as if in slow motion, until they were transfixed in the path of a sunbeam and, for an instant, were things of radiant gold.

Lagunitas, as if you haven’t heard of them, is a brewery with an aesthetic you can taste. They are counter counter counter culture. They sometimes get in trouble with the fuzz. They truly, seriously, and to-the-bones love music.

They challenged us to create brand pieces for social as they ramped up for an internation IPA push.

So we made some great social media content.

After it was all done, the sun fell toward the earth. Periwinkle skies turned to pink, and then orange, and then red. And just as the sun set, just as the day’s door closed with a click, at that moment we clinked our beers together, and there was suddenly a great flash of green light, like the flashbulb of some brilliant photogram, which spread across the sky.

A warm wash of pure bliss crept into our minds.

The next sip of beer felt momentarily like a new lover’s kiss in the center of a spinning carousel.

The creak of floorboards sounded like the tuning of an orchestra before the finest performance of Edvard Grieg’s Peer Gynt Suite №1, Op. 46 ever heard.

And soon we drifted into somnolence
into oblivion,
into sleep.

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*Science of Lagunitas was an idea modeled after LOST Orientation videos, with purposefully juvenile editing and frame skips. LOST was my favorite TV show back in 2006-2009.