CAMP BREWERY

MY ROLE

I served as Creative Producer and Director, leading all aspects of the production — from concept development and location planning through on-site direction and post-production oversight.

THE CHALLENGE

With no client brief or budget, the challenge was to create something that felt visually elevated and brand-aligned — without staging or scripted talent. I needed to capture:

Real moments in a live customer environment
A natural tone that felt authentic, not overly produced
The essence of the location in a way that could live on a homepage, Instagram reel, or social ad

THE PROCESS

Concept & Visual Treatment: I developed a tone-forward treatment focused on warm textures, golden-hour lighting, and candid detail shots.
Production Planning: Scouted the location, identified key areas for shots (e.g., firepit, taps, seating areas), and mapped out a visual sequence that could be achieved in a single shoot.
Direction: Took a fly-on-the-wall approach, observing real customer interactions and working minimally with “subjects” to retain an honest, documentary-style feel.
Post-Production Oversight: Collaborated with an editor to craft a flowing, rhythmic final cut optimized for short-form brand use.

THE OUTCOME

The finished video functions as both a style sample and tone study for brand storytelling in the lifestyle space. It successfully communicates the Camp Brewry experience: relaxed, community-driven, and rooted in natural charm. The piece has been used in my portfolio to pitch branded content work for similar small businesses and outdoor lifestyle brands.

REFLECTIONS

This project reaffirmed how powerful small-scale storytelling can be — even without a formal client or brief. It challenged me to direct real people in real spaces and to make quick creative decisions without sacrificing tone or cohesion. More than anything, it reminded me that story lives in texture, light, and mood — not just dialogue or copy.