ABOUT THE PROJECT
Director, AK Hottman was brought on by our friends at New Belgium brewing to create three :15-second spots for their social media accounts in order to promote their 2016 Lost in the Woods party, the annual party in which they release their new sour beers for the year. The objective was to come up with three spots that fit into the theme of the year's party: an ethereal, experimental, outer-spaced theme. The original intended outlet for these spots was Instagram. We wanted to utilize Instagram's video loop feature and create stories that could loop endlessly. We thought it would be fun to experiment with a never-ending loop, in order to really drive home that ethereal, magical sensation, as if you were being sucked further and further in. The versions you'll see here only loop two times, but if you use your imagination, you can see them looping forever. And ever. And ever.