SHINoLA

My Role: Campaign ideation, creative direction, video direction

Talent: Will Lee
Creative Producer: Annie Hunter
DP: Jordan Parrott

Shinola wanted to promote the launch of their Lake Erie Monster timepiece and highlight the fabric of the city of Detroit where their watches are made. InsideHook’s audience loves both watches and cocktails. Thus “Happy Hour” was born, in which we unboxed the Lake Erie Monster before Will Lee, one of Detroit’s premier mixologists, crafted a delicious cocktail inspired by it.

This piece was shot on location in Detroit, where we captured gorgeous footage at Will’s celebrated bar Grey Ghost as well as Shinola’s factory. The theme of craftsmanship was paramount for us — it’s a core tenet of both watchmaking and mixology, after all — and our use of macro lenses to capture the focus and intricate detail involved in both really reflected it. Hats off to DP Jordan Parrott on that, he’s a supremely talented dude.