Crate Brewery Camden: Video Promos

Crate Brewery in Hackney Wick, London is a growing small brewery specialising in craft beers. their web-site contained a few bits of video content. Following on from analysing some of the Brew Dog moving image content I wanted to look at a few other breweries to see what they were doing and how I could learn from these in terms of style and content. Being indirect competition I want to use the successes on their work and try to bring my own innovation to the Bishop Nick brand.

The first video I looked at was a prmo for the brewery itself as this is something that I am proposing to do for Bishop Nick.

In this promo it puts the man who founded the brewery in 2012 front and centre of the film as his own personal mission, desire, enthusiasm and strength one of the USP's of the Crate brand. On top of his obvious love of the business and craft beer he also talks about the location, desire to be open for the 2012 Olympics nearby and the fact that the brewery has to "draw people in" as it is not in a huge thoroughfare.

The style is very traditional of talking heads in a MCU shot next to the canal where the brewery is showing the natural and urban aspects of his company graffiti on the walls emphasising the urban. The shots for this are very obvious and white flashes often join his sound bites and interview together which looks a little sloppy. There are also very conventional general views (GV's) of a lot of the aspects he is talking about to cut away to. The brewery, ingredients, staff, bottling, bars and shots of some of the processes but it is all very safe and obvious.

He also talks through the 6 beers that Crate make from IPA to stout and the company focus on these being the absolute best of each type of classic beer/drink. He talks about all of the excellent ingredients, inspirations and where his ideas come from and constantly striving for the best at times in the face of cost, time and common sense. As well as promoting his own beers he also discusses the craft beer movement and the great beers available and pride in being part of it and the competition in the marketplace driving him on. He ends by saying "I got into this business to make the best beer possible, and to see someone at the end of a bar with a beer and their face lighting up".

The second video I looked at was a "Day in the Life" of the brewery. Again my clients at Bishop Nick were interested in doing one of these from hops to bottling so I hoped to find some ideas and inspiration here.