We went down to Queenstown, New Zealand one cold Canadian February many years ago to shoot that year’s Coors Light campaign. Our idea? A Rocky Mountain-esque, fun-in-the-sun, the Rockies Mountains are wise and Zen and all-knowing. 

Millions of dollars, a pretty rad client, a mad director, legendary writing partner, and the amazing crews of Queenstown (where the city had just wrapped Lord of the Rings) combined with the elite post-production posse from Toronto, it became one of the most amazing gigs I’ve ever had the pleasure of being part of. And I’ve had the pleasure of being part of a few amazing gigs.

We then flew back to Alberta, Canada, to get the winter footage then on to Toronto and LA for post-production, which is one of my favourite parts of the whole ad process. The audio was produced in Toronto, but we had to go to a legendary Santa Monica sound studio to do the voice over, trying to capture the cool powerful laid back vibe of the Rockies. We went to LA and recorded Robbie Robertson.  

Seemed to fit our visioin for the work. Have a look and a listen.

Client: Molson/Coors Canada
Agency: FCB Toronto
CCO/President: Ian Mirlin
Executive Creative Director: Gary Holme
Writers: Ian Mirlin, Gary Holme
Art Directors: Gary Holme, Ian Mirlin
Agency Producer: George Archer
Production Company: Untitled Films
Executive Producer: Peter Davis
Director: John Mastromonaco
Director of Photography: Doug Koch
Editor: Richard Unruh
Audio: RMW Music, Ted Rosnick, Steve MacKinnon
Voice-Over: Robbie Robertson