OBJECTIVE

Create a commercial that captured the essence of Black Dog’s brand story while evoking a sense of small-town charm and nostalgia.

SCOPE: Cinematography, Creative Direction, Video Editing

OUTCOME

This concept commercial brought the brewery’s story to life through a relatable narrative and a focus on mood and tone.

n the Heart of Central Indiana encapsulates the warmth, charm, and community spirit of Black Dog Brewery. The concept commercial brought the brewery’s story to life through a relatable narrative and a focus on mood and tone:

Brand Alignment: The incorporation of the black lab and the casual, small-town setting created a direct emotional tie to the brewery’s identity and values.
Visual Impact: The use of vintage lenses and moody tones added depth and character, creating a visual aesthetic that matched the nostalgic feeling of the narrative.
Emotional Resonance: By emphasizing warmth, loyalty, and togetherness, the commercial connected deeply with the audience, portraying Black Dog Brewery as a central part of life in Mooresville.

Symbolic Storytelling: The black lab represented loyalty and companionship, perfectly aligning with Black Dog Brewing Company’s brand story.
Small-Town Nostalgia: The bonfire setting and relaxed group dynamic captured the brewery’s connection to community and simple pleasures.
Vintage Visuals: Chose vintage lenses to create a timeless, nostalgic aesthetic that enhanced the commercial’s emotional tone.
Moody Post-Production: Edited with rich, warm tones to evoke a welcoming and nostalgic atmosphere.
Brand Focus: Showcased the beer as a natural part of meaningful, everyday moments without overpowering the narrative.

Overview

Our team developed In the Heart of Central Indiana, a concept commercial for Black Dog Brewing Company, a local brewery in Mooresville, Indiana. The goal was to create a piece that captured the essence of the brewery’s brand story while evoking a sense of small-town charm and nostalgia. The focus was on showcasing Black Dog’s beer in a natural, inviting setting that highlighted the mood and emotional resonance of the brand.

Process & Workflow

Brand Research & Creative Direction

We conducted in-depth research into Black Dog Brewing Company’s identity, exploring their connection to the local community and their unique branding centered around the “Black Dog” theme. Inspired by the idea of “man’s best friend,” we decided to incorporate a black lab into the commercial as a central symbol of loyalty, warmth, and companionship—qualities we associated with Black Dog Brewery.

Story Development

We conceptualized a narrative that showcased Black Dog’s beer in a casual, relatable setting. The story revolved around a group of friends gathered around a bonfire in a small-town backyard, sharing laughs, enjoying beer, and spending time with their loyal black lab. The commercial focused on evoking a mood and tone that felt nostalgic and welcoming, emphasizing the brewery’s connection to community and simple pleasures.

Production Approach

To capture the nostalgic and warm atmosphere, we chose a set of vintage lenses that lent a timeless quality to the footage. The visuals were framed with natural, intimate compositions that drew attention to small, meaningful moments—like the flicker of the bonfire, the foam of a freshly poured beer, and the loyal black lab at the center of it all.

The bonfire served as the primary lighting source, casting warm, natural hues that reinforced the nostalgic tone. We shot the commercial during twilight and early evening to enhance the moody, inviting feeling.

Post-Production

We edited the footage with moody, rich tones to emphasize warmth and nostalgia while focusing on enhancing the small-town charm by highlighting subtle, natural details in each shot. The pacing of the edit was intentionally relaxed, allowing viewers to feel immersed in the setting and mood.