Case Study: Indy Man Beer Con

The brief

Adarak was hired to create a series of promotional videos for one of the biggest beer festivals of last year, showcasing UK and worldwide breweries. The brief included several key points to capture, but with the overall style left for interpretation.

The contrast of the daytime and evening sessions is a marked feature of the event, so showing the change from a relaxed afternoon to the frenetic nighttime was requested. The venue was a grade 2 listed swimming baths, with many rooms, corridors, and small spaces to explore, as well as scheduled tasting sessions, so this was understandably high up the list. Footage showing the sponsors was needed provide value to them, and finally, the “dizzying amount of beers”.

The shoot

Using this brief, a shot list was produced to ensure everything would be captured during filming. As the event did not have particular scheduled elements, this needed to account for a non-linear sequence of shots, and could be referred to throughout the day to check that each aspect of the event was covered. At several points during the shoot, footage was reviewed to ensure quality standards had been properly met.

The flight

Given the incredible setting for the event, this immediately suggested the inclusion of aerial videography. Adarak’s internal procedures are specified in an Operations Manual as part of its Permission for Commercial Operations, certified by the Civil Aviation Authority. A full flight plan was prepared, with pre-site and on-site surveys of the area of operation and airspace, which was especially important given the event’s location was within Manchester Airport’s controlled area. Finally, a site risk assessment was completed to identify hazards to event attendees and members of the public, and the grade 2 listed venue.

The edit

Immediate impact was key to this video’s success. Within the first seven seconds, the viewer has seen the IMBC ident, plenty of beer in varying locations, and a wide shot of the venue in it setting. This energy is maintained throughout the full minute, using the music track to drive the fast edits between clips. The transition to the evening session is matched with the climax of the music, leading to a satisfying finish. When provided with such an incredible setting with so many people enjoying themselves, it’s easy for everything to fall into place during the edit. A full first draft was completed within one day, and only one change requested from the client.

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The videos

Videos were designed for marketing of Indy Beer Co’s future events on social media, with a one-minute main output, plus a set of themed 15-second outputs for use in social media advertising.

Find out more

Dan Waters runs Adarak, a Leeds-based provider of professional and affordable videography, photography and aerial footage. We’re here to help you turn your ideas, products, and case studies into something you’ll be proud to share.