It’s really rare to get the opportunity to work on a brand campaign that has a clean slate. With the recent rebrand of Fat Tire, we were presented the opportunity and challenge to create imagery that represented the new chapter of Fat Tire.

With such a long history, we wanted to make sure we paralleled the same route of the new Fat Tire recipe, taking the best elements of what was, and breathing new life into them. “Youthful” was the word that I kept at the top of my notepad for my shoot notes. Straying away from traditional commercial shoot schedules with stringent shot lists, we left room to let ideas blossom in the moment and actions to happen naturally. Circling back to shooting skateboarding was a huge inspiration for this project, letting moments be free flowing and organic rather than trying to compose the perfect frame in each scene.

I’m incredibly grateful to the creative team at Fat Tire for the opportunity, trust, and brilliant vision in bringing this to life. Also, endless gratitude to the production team that helped make this all possible.