telex – field recordings

As the Digital Content + Social Media Manager at North, I was responsible for curating and executing a dynamic campaign for the launch of our 11% barrel-aged imperial chocolate stout. In this campaign I worked closely with both the brew team and the artists on the project, alongside our launch venues.

The artwork for this beer was a collaboration between Refold and Ewan Barr (Fehler), using stills from an experimental film Ewan created for the project. To bring this to life, we activated a CRT TV playing the film at the launch, creating buzz for the event. I attended the launch to photograph the night, capturing the energy and excitement.

One of the key components of the campaign was showcasing the brewing process. I carefully planned the documentation of every stage, ensuring that each moment was captured to highlight the craftsmanship behind the beer. This behind-the-scenes content was designed not only to engage our audience but build a connection with this particular beer.

To further connect the beer with its audience, we launched limited edition prints of the artwork on our webshop. I played a key role in photographing the prints for use across our social media channels and email campaigns, ensuring the artwork highlighted.

Throughout the campaign, I wrote the copy for social media, the website, and emails, ensuring the tone of voice aligned with the brand and this launch.

This campaign successfully blended art, behind-the-scenes content, and a strategic product launch to create a memorable campaign.