Making Waves at Sundance: White Claw’s Cinematic Impact
In a groundbreaking collaboration between VCCP, Brand New School, and White Claw, the Sundance Film Festival witnessed the convergence of culture, filmmaking, and a disruptive spirit. The campaign, aptly titled ‘Make Waves,’ created a full brand experience that resonated with the independent ethos of filmmakers and celebrated White Claw’s unique position in the spirits industry.
White Claw and Sundance: A Perfect Partnership
The Sundance Film Festival has long been a stage for independent filmmakers to shine, telling stories that make a lasting impact. In a surprising move, White Claw, known for disrupting the spirits industry with its effervescent concoction, stepped into the spotlight as a sponsor, aligning its brand and cultural ethos with the values upheld by the festival.
Crafting a Cohesive Brand Experience
The creative minds at Brand New School, VCCP, and G7 collaborated to develop a visual identity that seamlessly extended across all digital and physical brand touchpoints at the film festival. Central to this was the creation of the White Claw Shore Club, a branded event space along Sundance’s main stretch, immersing attendees in the world of White Claw.
“Make Waves”: From Concept to Creation
The heart of the campaign was the concept of “Make Waves,” drawing inspiration from White Claw’s iconic Wave logo and positioning the brand as the underdog making a splash. This phrase became not only the creative messaging for the brand experience but also the title of a short film, “Making Waves,” that played before every festival screening.
Visual Poetry with Unreal Engine
Brand New School harnessed the power of the Unreal Engine to create a visually stunning film that combined hyperreal landscapes of glacial mountains and oceans. The film, constructed as a visual poem with a non-linear narrative, explored the connection between the dancers and the ripple effect, extending the metaphor of making waves.
Choreography and Connection
Renowned choreographer Denna Thomsen brought the film to life with inventive movements, showcasing the ripple effect of waves and the interconnectedness of movement. The dancers, paired with White Claw’s iconic wave, became a choreographed dance that emulated waves of connectivity.
A Homage, Not an Ad
Jonathan Notaro, Founder of Brand New School, expressed the refreshing approach taken by White Claw and VCCP in creating “Make Waves.” The project transformed from a mere advertisement to an artful and striking homage, showcasing bravery in leveraging an opportunity to celebrate culture rather than just promote a product.
As ‘Make Waves’ continues to reverberate through the cultural landscape, White Claw’s disruptive presence at Sundance has proven that the brand is not just making waves in the spirits industry but is also leaving an indelible mark on the world of independent filmmaking.
