Conceptualist / Associate Creative Director

MICHELOB CFN

MICHELOB ULTRA PURE GOLD Call From Nature

How can an organic beer tap into the urging desire of a deeper connection with nature?

Scientific studies, retreat vacations, fashion trends, and grocery aisles all agree on one point: Americans’ desire to rekindle with nature is stronger than ever. So, when in front of the opportunity to launch the first organic beer for the entire American market, we decided to craft a transformational story able to speak to the inner animal in all of us.

The result is a metaphorical journey from the chaos of the city back to nature, that ends with the pleasurable discovery of what life - and beer - in its organic form tastes like. Released for the Oscars Red Carpet 2019, it’s inspired by some of the fitness trends that reconnect humans with nature, including Animal Flow.

Back to the project

Alice Jasmine Crippa