Castle Grayskull from the Saturday morning cartoon, He-Man, is strategically placed left of frame near Brian Arnett, co-founder and owner of Mountain State Brewing Company. Arnett boasts that he received the Mattel play-set from his friend, Kyle “Kyle Boy” Bland for decorative purposes in the brewery. Along with the homage to “The Masters of the Universe” series, a picture of Waylon Jennings and a funky lamp with a glass-encased, stuffed squirrel decorate the mantel near co-founder and owner, Willie Lehmann. Between interview questions, both guys sip on a deliciously, smooth dark beer they brew called Miner’s Daughter Oatmeal Stout. Lehmann clarifies that “Waylon was the shit” as he places the country music artist’s picture in the shot.
In 2005, Arnett and Lehmann founded Mountain State Brewing Company in Thomas, West Virginia and have added two pubs since then in Deep Creek, Maryland and in Morgantown, West Virginia. To share their story, Coat of Arms produced a five minute documentary style video for them. Referencing Sierra Nevada Brewing Company’s overview video, Mountain State Brewing wanted a video that reflected their character along with their story.
In four production days, the Coat of Arms team filmed the content for the video, including an interview with Arnett and Lehmann, footage of beer brewing, kegs filled and cleaned, a sunrise and a sunset over the brewery, shots of Douglas Falls, and a birds eye view from Olson Tower and from Seneca Rocks. In two more days of production, a few more b-roll shots were captured of West Virginia’s lifestyle and its culture to accurately reflect the brewery’s character and landscape, all of which were important to Arnett and Lehmann.
For graphics, Coat of Arms’ Shawn Lee created lower thirds, a logo build, and transitions. The brewery’s logo inspired the transitions, wherein a rotating sunburst moves us between frames or circles of green, yellow, and white bloom as a transition.
Coat of Arms’ Jonathan Lacocque color corrected the video. After balancing the color generally, Lacocque spot corrected where necessary. He pumped up the outdoor sky shots with blue and magenta and placed a minor vignette on several frames. On two production days, it was overcast and raining so we balanced the colors, crushed the blacks, and warmed up the shots with some yellow. For a few shots of the beer, we included a haze and flare to give each pint a rich glow.
Throughout the video, a handful of still photographs were used to depict the history of the brewery, its construction, and its endeavor to grow hops at the Deep Creek pub. To stylize the images and make them feel less static, Lacocque placed a Rampant Design Tools’ light sweep and fake shutter effect overlay on each picture. He also used lens flare overlays from Rampant Design Tools to help transition between pictures and footage.
Lacocque’s edit is paced carefully throughout the piece with some nice landscapes interspersed with interviews and with footage of daily brewery activity. Opening with establishing shots of West Virginia, Thomas, and the brewery, the edit carefully depicts the character of the owners and their business. While preparing to edit, Lacocque carefully watches, labels, and bins every shot. This allows us to use the best visuals for every project. Gems found among the outtakes were used at :56 and 5:21. But don’t take our word for it, take a look for yourself. “We’re not going to bandstand.”
Initially, Arnett and Lehmann used their video for a distributor’s meeting. After watching it, the executives grinned and commented that they had never seen guns and motorcycles in any other brewery pitches. Needless to say, the meeting went very well.
If you happen to be in the West Virginia area, please stop by one of Mountain State Brewing Company’s locations for a brew and a slice of pizza.