THE HEIST
Cervecería La Bru
For the launch of La Bru in Southern California, we used AI to help a small brand execute a big idea. With limited budget but ambitious storytelling, we built a narrative-driven social campaign around a “missing truck,” using a mix of high-end cinematic visuals, UGC-style content, and even security-camera perspectives to blur the line between fiction and reality. The story unfolded online, built real anticipation, and culminated in a sold-out launch event.
Below are all posts presented in chronological order.
Phase 1 – The Journey Begins
We introduced the story through short, AI-generated clips of the truck leaving Morelia and heading toward Los Angeles — leaning into quick, social-native moments, moody night visuals, and AI-generated music that reinforced the feeling of a long journey north.
Post 1
Post 2
Post 3
Post 4
Post 5
Post 6
Post 7
Phase 2 – The Heist
The story escalates as the truck is suddenly “stolen,” shifting the tone from anticipation to mystery through a mix of security-camera angles, frantic social reactions, and rapid, AI-generated updates that made the disappearance feel immediate and real.
Phase 3 – The Chase
UGC-style videos begin surfacing of the truck being spotted across Los Angeles — each sighting more outrageous than the last — and while audiences start realizing AI is part of the execution, they’ve already bought into the story and are now actively following the ride.
Phase 4 – The Arrival
The campaign culminates in a short film–style music video that brings the entire story together, revealing the truck’s arrival at the supermarket and the moment the beer officially becomes available for sale.
ARCHIVING THE MOTION: PHASE 1
Phase 1 represents our inaugural movement in curated brand narratives. A precise fusion of technical excellence and creative vision, designed to redefine cinematic engagement for the modern brand.