I started developing creative assets for Lagunitas' specialty beers in 2015 and, every year, one of the most challenging and rewarding projects was capturing the magic of Lagunitas fresh-hop pale ale, Born Yesterday.

This beer is an anomaly in the brewing world, especially on its scale of production. It's a year-round process that yields one of the most important ingredients in brewing, and yields one of the most delicious beverages around.

In 2019, I directed a series of videos that brought the whole saga of Born Yesterday to life, chronicling the time and energy it takes to produce this beer.

Additionally, I solo-shot and edited a recap of the process on my first trip to the Yakima Valley in 2015, featuring some tunes from the incredible Shakey Graves.

The whole experience felt that it warranted a 360˚ experience, which I shot and edited (and narrated!).

With such process-heavy content leading up to the release of the beer, I liked to take the fluff out of the sails, so to speak, and poke some fun at the seriousness with which many breweries treat their beer. With some a GoPro, some free sound effects, and gigabytes of unused footage, I was able to churn out a few additional pieces of content...

I liked to bring a commemorative element to the Born Yesterday point-of-sale items, from t-shirts, coasters, and bottle openers, to commemorative posters and pins, badges, belt buckles, hats, handkerchiefs, and more. Here are some examples of Born Yesterday schwag...

I'd admired Lucy Engelman's art for some time and knew she would be the perfect fit to illustrate the immensely complicated process of Born Yesterday from bine to bottle. We worked together for several weeks to get the process on paper from start to finish, with some special Lagunitas Easter Eggs hidden within...