Sam Adams Colors of Summer
social campaign + tv

Laidback, hyped up, or off-the-grid adventurous—summer carries a mood that feels different to everyone.  For Sam Adams, this ever-changing vibe was what we sought to capture for the brand’s Colors of Summer campaign. The product itself—Sam’s Summer Ale—was unique in that customers could choose from three distinct colors, all carrying the same delicious beer. We used this product differentiator to our benefit when concepting, opting to ascribe each color its very own story. 

Imagining the perfect summer day

To bring the campaign to life on social, we curated a series of stylized scenes, each depicting different versions of someone’s perfect summer day. From an afternoon on the water to an evening by the campfire, each scene began with a classic summer activity, layered with delicious food, and finally, the perfect beer. The result was a series of visually-arresting social content that put Sam Adams at the heart of the season. 

putting words to the Idea

In addition to concepting and planning the social campaign, I was given the opportunity to script the :15 TV spot that ran alongside our content.

team

Creative Director: Mike O’Brien

Art Director: Alyssa Morrison

Designer: Bryn Dunbar

Video Editors: Vinh Le, Sammy Yoon