Athletic Brewing
Adventure-Led Spec Shoot for Non-Alcoholic Beer Brand
Brand Overview
Athletic Brewing leads the non-alcoholic beer industry with a powerful mission: to positively impact their customers’ health, fitness, and happiness while supporting communities and the environment. They have built a massive following around "adventure-heavy" branding that celebrates an active, outdoorsy lifestyle.
Project Objective
I executed this spec shoot to showcase my ability to create professional adventure brand imagery on location. My goal was to capture Athletic Brewing products in scenic natural environments, featuring models enjoying the brews in authentic adventure settings. I aimed to produce a library of images that would fit seamlessly into the brand’s existing marketing while further enhancing their core adventure messaging.
Production Challenges
The primary challenge involved planning a comprehensive production without a direct creative brief from the company. Since I didn't have access to an internal team for direction, I took on the responsibility of deciphering the brand’s visual identity independently. I needed to ensure my creative choices—from location to talent—aligned perfectly with a brand that already has a very established and recognizable aesthetic.
Creative Process
I began by deep-diving into Athletic Brewing’s online presence to understand their core values and visual language. I researched their current content to identify gaps where I could "uplevel" the imagery with higher production value.
To bring this vision to life, I hired models and scouted a local park that offered diverse backdrops, including both beach and forested areas, to provide variety in the final gallery. During the shoot, I focused on capturing an adventure lifestyle and styling the products against rugged nature backgrounds to emphasize the brand's adventurous spirit. By taking this proactive approach, I demonstrated that I can deliver brand-consistent, high-impact imagery for leading outdoor labels.
