Client: Chang beer
Challenge: Chang needed a way to rise above the competition and establish itself as the de-facto national beer of Thailand. Lamiat (lá-mîat), a centuries-old Thai philosophy defined both Thai Culture’s approach to craft, and Chang’s approach to making beer. Our challenge was to establish Chang’s Thai credentials by demonstrating the lamait in their brewing process.
Solution: With the help of Thailand’s most celebrated illustrator, 3D animation house and film director, we brought to life the different elements of Chang’s beer label in a film that demonstrated the lamiat in every bottle of Chang.
Role: Art Director. Creative Director.

Film
Lamait teaches us that life should be approached as a work of art, where details are continually refined in the pursuit of perfection. So each scene was meticulously illustrated for animation.

12 months in the making, the resulting film would ensure that Thailand would never look at Chang beer in the same way again.

Making of film