In small bars and beach shacks, in the surf towns on the coast of California and Hawaii, something unusual was happening—Coors Original was becoming the beer of choice for surfers. What was it about Coors that resonated with the surfer ethos and lifestyle? How could the brand drive organic growth within the broader surf culture without alienating this important core? It’s an age old problem: when brands become popular within a subculture, the fever to grow quick sales often ends up extinguishing the opportunity. It becomes too corporate and stereotypes the culture. The brand “sells out”.

We proposed that the best way to help Coors Brewing Company’s sales and marketing staff nurture this opportunity was to do a mini-documentary and surf workbook as a training tool. We immersed ourselves in the surf community and captured the habits, superstitions, and obsessions of a life dictated by tide. We turned Coors employees into surf experts with respect for their subject.

Walk in someone else’s shoes. We create unbiased profiles that let you see the world as others do.