New Belgium Brewing had been on our radar for quite some time. When we were approached us to create a rebrand campaign for their flagship beer, FAT TIRE, we were excited for the challenge to revitalize the visuals behind this iconic brew. The goal was to shift FAT TIRE from being considered "your dad's beer" to becoming the preferred drink for outdoor enthusiasts after a day of adventure. The campaign, titled "#thenbeer," paid tribute to the day's activities followed by a couple cold FAT TIRE’s at the trailhead. Despite the challenge of shooting a summer-themed campaign in early March, we successfully cast real Colorado locals and found a location with snow-free terrain (mostly) and moderate temperatures. The campaign ran for months across social media scrolls as well as billboard displays across major cities like Brooklyn, Denver and Chicago.