Filming community run group Crews and Brews

We have a longterm partnership with Stanley 1913, working with them through their transition from an outdoorsy audience to their position as a global, hydration brand.

For Stanley’s Built For Life storytelling campaign, they approached us to produce the latest instalment with running group, Crews and Brews.

Started by Jack and Peter, and originally an offshoot of division:bpm, Crews and Brews is a globetrotting tightknit community of people who love running and appreciate a good coffee. 

Peter’s behind the operational side of things, while Jack does everything on the visual side. As well as partnering with local cafés, they visually document the communities they create in the cities they visit.

Producing a run club film

We streamlined the pre-production process, keeping it as simple as possible to avoid delays amongst the various stakeholders. Our small production crew linked up with Jack and Peter the day before their running event in Copenhagen. We got to know them, and managed to shoot some behind-the-scenes of their event preparation – including how they were going to capture content on the day themselves.

The following morning, we shot the running event documentary-style, shooting fly-on-the-wall style while Peter welcomed the runners and Jack worked behind the camera.

The only logistical difficulty was keeping up with the runners throughout the course of their 5k run. Our culturally relevant solution didn’t just help us fit in with the locals but also helped us shoot whilst in movement. We rented a cargo bike, meaning the filmmaker could hop in and out of the cart at the front to capture the content at various points on route. It was comical but practical, our producer was the human powering the bike and transporting the filmmaker and his equipment.

Meeting with the team the day before the run club also allowed us to do a recce of the course, figuring out the best spots for both video and still content. 

On a superficial level, there were two sides to this story: coffee and running. But there were also little threads that tied it all together, like the need for community in a digital world and the intricacies of insecurity and loneliness. We could use these two halves to guide the narrative of the content.

The deliverables included a hero edit, two mini-edits, a teaser and a carousel of still images.

Managing social media rollout

 

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Partnering with Stanley Europe on the social media strategy, we planned the rollout of the Crews and Brews campaign.

Over a two week period, we first teased Stanley’s audience with the arrival of a new short film and then went on to roll out the hero and additional assets delivered for the campaign. These assets were posted on Meta, TikTok and YouTube.

Finding followers through storytelling content

We supported the organic rollout by plugging the content into our existing ad campaign structure. Through this format, we managed to reach over 650,000 people and accrue 1,634 followers directly from the Crews and Brews ads. 

See other our creative work.

Check out some of our other work for Stanley 1913.