Grolsch entered the South African beer market with a communication plan heaving with creative strategy. Choosing to be very particular and subtle in their brand associations, with selective and targeted pieces of communication. Tie-ups with Ster Kinekor’s Cinema Nouveau, cool bars like HQ in Bree Street and of course the collaboration with Design Indaba. They really live up to their philosophy of being a Creative Maverick, doing things differently, not just the seeming easy route of buying huge billboard space across the country. Supporting creative exploits is not easy at the level of detail and expense that they go to. For this shoot, Grolsch asked me to do a Maverick visual interpretation of a new 12 step ritual to pour their draft beer. I’m very happy with how the stills came out and here are a few from the shoot.

Credits:
Agency: Studio 4332
Creative Director: Stu Stobbs (twitter: @BigBrownBear )
Art Directors: Toni Hughes & Jaré Emile Dippenaar
Copywriters: Adam Skikne
You can also follow the Grolsch Marketing Mavericks from SAB on Twitter: Mashinka: @MashinkaLisa and Ashish: @ashish_za and of course follow what grolsch is up to: @Grolschza

As a site note: For a long time I was concerned that I was not specializing in one certain photographic genre like other photographers, i.e. just being a fashion photographer or just a portrait photographer or just a surf photographer. I really enjoy cutting across many genres. I find what works for me is to shoot following an idea and to use my available skills to interpret and craft that idea visually. To make a powerful photo, you need to knit all the techniques and tools you’ve learnt on a variety of other shoots, whether they were fleet-of-the-moment travel shots you were doing in downtown Beaunos Aires or models that you were shooting in the Studio for a beauty editorial or high fashion shoot with carefully constructed lights, props and concepts.