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audioEngine Follows Its Folly With Fat Tire BeerSpots set to track by music artist Devendra Banhart and mixed by Tom Goldblatt (February 04, 2005)
Like mini wordless documentaries, the new campaign for Fat Tire beer is a tribute to being an individual and delighting in personal passions. Set to a track by music artist Devendra Banhart and mixed by audioEngines Tom Goldblatt, the :60 and :90 spots feature vignettes of a man tinkering with bike parts to ultimately create a beautiful machine on which he explores the highways and byways of rural America. The commercials were directed by Jake Scott and shot by DP Chris Soos for advertising agency Amalgamated, and are unlike any other beer spots airing today.
According to the Belgium Brewing Company website, the companys story began in Belgium with the protagonist biking his way across Europe. Inspired by Belgian brewers impressive pallet of ingredients Jeff Lebesch returned to Colorado and began knocking out batches of Belgian-style homebrew. One of his first creations was a well-balanced amber he named Fat Tire in honor of his trip. Today the New Belgium Brewing Company is a diverse collection of ?exuberant brewers, microbiologists, artists, cowboys, musicians, and everyday folks with an emphasis on brewing beer as a labor of love. The commercial campaign, quiet yet powerful, reflects that sentiment.
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Client: New Belgium Brewing Company
Spots: ?Tinkerer :60, ?Night Rider :60, ?Anthem :90
Amalgamated/ New York
Creative Directors/Copywriters: Jason Gaboriau & Doug Holt
Producer: Erika Best
Mixer: Tom Goldblatt
Assistant Mixer: Kelly E. Harnett
RSA USA/Los Angeles
Director: Jake Scott
DP: Chris Soos
Executive Producer: Fran McGivern
Tabletop: Celsius Films/New York
Director: Greg Ramsey
The Whitehouse/New York
Editors: Rick Lawley & Jeff Jay
Music by Devendra Banhart (Young God Records)
Related Keywords:Audioengine, Fat Tire Beer, Devendra Banhart, Tom Goldblatt, Jake Scott, Chris Soos, Amalgamated, Jeff Lebesch, Jason Gaboriau, Doug Holt, Erika Best, Kelly E. Harnett, Fran McGivern, Celsius Films, Whitehouse, Greg Ramsey, Rick Lawley, Jeff Jay, Young God Records,