Product Launch Video Production: Craft Brewing with Indie Hops
About Our Client
Indie Hops is a Portland, Oregon-based hops company founded in 2009 with a focus on craft brewing and creativity. They recently partnered with Yakima Chief Hops (YCH) to make their best-known hop, Strata, available in YCH’s Cryo concentrated pellet form.
While the technical nuances of hops and pellet processing are niche, they’re exactly the kind of stuff brewers geek out on!
The Challenge
Indie Hops approached us to create a product launch video for Strata Cryo that would resonate with the craft brewing community. The video centered around brew day at Brujos Brewing, where founder and ‘Head Sorcerer’ Sam Zermeño would be crafting a new beer using their product alongside representatives from Indie Hops and YCH.
The goal was to capture the collaborative spirit of the craft brewing industry, showcase the tight-knit brewing community, and highlight the excitement around Strata Cryo.
Indie Hops wanted our core value of authenticity to lead the storytelling.
Our Approach
We had creative conversations with Indie Hops to learn about the brewing subculture and what details of the brewing process excite them. We made sure to capture these moments, such as the brewer rubbing and smelling the hops, reacting to its aroma and quality.
During our location scout, we discovered a visually rich environment. Brujos is “sorcerer” in Spanish. This identity was fully expressed in the space, creating a unique backdrop that felt like a gothic church for the beer community. This helped us plan for lighting and interview compositions. We checked out the product and its awesome branding, collaborating on the best ways to capture it for B-roll.
We observed the natural conversations between brewers and Indie Hops. We shaped our interview questions to elicit the same excitement and passion.
Filming the Brewing Process
Through listening to our client’s needs, we structured the shoot around four storytelling pillars: Branding, Product, Process, and Community.
We planned hero shots for each category—the shiny branded bag, bright green hops in hand, steam from the brewing, and everyone clinking their beer glasses in celebration.
At the same time, we remained flexible. By leaving room for spontaneity, we were able to capture authentic interactions and unexpected moments that brought the story to life.
The Results
We distilled Indie Hops as a brand, their Strata Cryo product, the brewing process, and the brewing community bond into a beautiful 90-second video.
We fostered trust and encouragement so that everyone felt comfortable on set. This allowed the natural chemistry and excitement between Indie Hops, YCH, and Brujos Brewing to authentically shine.
The video was used across Indie Hops’ website and Instagram, where it generated over 17,000 views within hours. Cheers to a successful product launch!
Client Feedback
★★★★★ - Anca Solberg
“Working with Zach and the entire crew at One Hundred Seconds was incredibly easy and seamless, and the end product was exactly what we had hoped for: an impactful video that conveyed the genuine excitement of all partners involved in our product launch. Zach brought focus to the importance of communicating the key message in a short amount of time - a key to success in today’s reality of incredibly short attention spans. It was refreshing to work with an entire team that is genuine, quality-focused and that delivers as promised.”
