Brand: Crown Royal
Director / Prod Co: Jake Schreier, J.M Harper / Park Pictures
DP: Larkin Seiple, Hoyte Van Hoytema
Editor / Editorial Co: Biff Butler, Niles Howard / Work Editorial
Agency Producer: Mateus DeFaria
I produced the 2023 / 2024 broadcast brand campaign for Crown Royal whisky, in what was viewed as a full brand refresh and overhaul. We shot four separate :30 films across 7x shoot days, in 2x cities (Atlanta, Detroit).
We worked with an award-winning set of filmmakers who split the campaign; Directors Jake Schreier and J.M. Harper, and DPs Larkin Seiple and Hoyte Van Hoytema. Ironically, the biggest challenge was finding the right balance of creative consistency across the body of work, while still allowing for each team to bring their own vision to their respective pieces. I think we exceeded that bar and then some.
There was an immense emphasis on production value and authenticity in storytelling; almost everyone cast in these films were non-actors and found via documentary casting agencies and teams.