“THIS IS THE PLACE”
Pabst is not a specific location you can find on a map, nor is it a select moment you can point to in history. It’s a mindset. One made up of all these little details that point to nostalgia, simplicity, and enjoyment. Beyond the video ads, the “This Is The Place” campaign also featured an activation build out in Traverse City, Michigan.
In addition to PA’ing the video shoot, I shot BTS footage on my GH5 on set and at Hotopp – a production studio which designed and created the production build outs for the activation.
For the activation guide book, I collaborated on researching the featured locations and coordinated image authorizations by contacting business owners & image owners. Designs by Cledisson Jules. Copy by Becky Nissel.