Our relationship with the awesome people of Greenbush Brewing Company started about five years ago. We met, liked them, liked their beer and wanted them to be involved in this little project we were working on called the Michigan Beer Film.
Ever since then, we've had a stellar connection. Whether it's helping out on the April Fool's Day videos or just spending the entire day working remotely (i.e. eating an obscene amount of brisket and drinking beer) at their space as a team. Greenbush continues to inspire us with the emphasis they place on collaboration and working hard to bring a community together. They care about their town and all of the people who live there. Greenbush is a lot more than just a brewery with badass BBQ.
So, when they came to us with the idea to collaborate on a beer named after Rhino, the obvious answer was "YES." Because that's how you know you've made it into the big leagues, right?
"Rye No" is a rye golden ale (I don't know what it is exactly). It always feels great to have our name attached to something we can proudly stand behind and it feels even better knowing it's a delicious beer.
Long story short, this week marked the official tapping of Rye No. We headed out as a team (almost all of us) and celebrated another successful collaboration with our pals at Greenbush.
Thank you so much to all of our friends over at Greenbush. Cant wait to see what we come up with together next.
Dark Horse Brewing Company has hosted their annual Louisiana Crawfish Boil for the past 15 years. Sadly, this year the DNR put a lock down on the importing of live LA Crawfish. Not sure if you know this, but it's pretty hard to throw a crawfish boil without any crawfish.
Lucky for us, of tragedy came opportunity in the form of creating a super fun PR video that would help break the bad news to the Dark Horse faithful.
This project came together quickly, because we have a stellar and trustworthy relationship with Dark Horse . We love it when a plan as outlandish as this one comes together.
Low Country Boil: Saturday, June 11th @ Dark Horse Brewing Co.
The fellas at Green Door Distilling Company have quickly become friends of ours, and not only because there are a lot of whiskey-drinking Rhinos. We love helping small businesses tell their stories, especially when they're in Kalamazoo.
Green Door is the first distillery in Kalamazoo since prohibition, and they wanted to come up with a way to promote their hand-crafted whiskey. Because they're very close to opening (they're waiting on licenses and government approval), we wanted a creative way to get people excited about a product that's not yet in production.
We filmed at a local restaurant, Principle, over the course of four hours. We chose Principle because it had the vibe and the feel that complimented the soon-to-be Green Door bar. Our friend and fellow whiskey drinker David helped us out by playing the bartender.
We used an FS700 on the Kessler pocket jib to achieve a variety of shots in a short amount of time, and we filmed at 240 fps for the slow motion shots. The last shot of the video was filmed on a Black Magic Cinema Cam at 24 fps to change up the pace and sell the "coming soon" joke.
The only downside of the shoot was that we weren't able to shoot any whiskey pouring into a glass, which left us thirsty. We are very much looking forward to when Green Door Distilling has whiskey to be filmed and consumed.
Western Michigan University asked us to create a short video to show off their beautiful residence halls… so we made this instead.
Thankfully they liked it too!
WMU came to us with a request to showcase their residence halls, especially their newest building, Western Heights, in an effort to show incoming and transfer students their options for living on campus. We countered with an idea to create a narrative short film that takes the characters and the audience around Western's campus. Also, we love buddy comedies here at Rhino.
We filmed Epic Quest over two-and-a-half unseasonably warm November days on WMU's campus (we definitely lucked out on that one), and everyone in the film is a student. The score is original and was created for this project by Rhino's own Ben Lau.
What do you do to re-tell the story of a hundred year-old company?
St. Julian Winery has been a Michigan staple for nearly 100 years. They’ve built an incredibly loyal following, creating a diverse portfolio of wines and focusing on developing their farm and vineyard properties, all while using only Michigan product in their beverages.
They reached out to us to help them tell their story in a new way, a way that would connect with a new generation of wine enthusiasts.
St. Julian was a major beverage sponsor for the prestigious Grand Rapids art contest Art Prize. So the piece we we created played on a massive screen in Rosa Parks Circle in downtown Grand Rapids throughout the week.
We believe in finding the right story for our clients, and we hope that you can see that bleed through this images and this video.
We get fired up about a good small business success story, especially when it's in our hometown of Kalamazoo.
The crew at Damn Handsome Grooming Co have quickly become some of our best buds and we were excited to have the opportunity to produce a cinematic video that showcases the what, why, when and how of their growing business. They are in stores all over the country including Banana Republic, Martha Stewart Online and Urban Outfitters and have been featured in Men's Health, Forbes, Grayson Home and TONS more...
Our goal for this video was to capture beautiful and fun imagery that helps shape the Damn Handsome brand, without making it about any one person, but capture the feeling of the “Damn Handsome lifestyle”.
Lots of friends play cameo in the video including: Angel Arnold, Molly Combs, Nick Benitez, Cynthia Hernandez, Kristi Breisach, Jordan Hoke, Jared Barraco, Bisera Urdaverik, and Emily Plucinak.
Major ups to Tyler Appel, who Directed, DP’d and Edited and basically carried the team on his back.
Director/DP/Edit: Tyler Appel Camera: Tyler Appel, Nick Benitez Audio: Kevin Romeo Grip: Jordan Hoke Music: Jarrett Blackmon, Matty Allison Audio Mastering: Ben Lau
Communicative clarity is incredibly important when it comes to creative labor.
You have to have a clear picture of what winning looks like. We made this mistake often in the early years of running a storytelling company.
Then, like a lightning bolt of old-man-infused wisdom, came our learning moment.
We were contracted to film a college basketball game. We were so focused on getting great shots with great camera work and beautiful compositions, that when we submitted the footage to our client, their response was, "We don't have enough shots of the ball going in the hoop."
As basic as it sounds, we had overlooked the entire point of the sport, putting the ball in the hoop more often than the other team.
From then on, we've become fond of the phrase. So we ask ourselves, what is the "ball going in the hoop" for this project? What is the one thing that will most effectively tell this story in one shot, it's so obvious that we may overlook it? Now every time we begin a new project, we define just exactly what "the ball going in the hoop" is.
For our new website, the ball going in the hoop is that we come across as relationship-driven, quirky and fun.
Next time you have a creative project, ask yourself, "What is the ball going in the hoop on this?"