David Bock

Concept & Execution

The Legend of Elm Beer

“Since time immemorial, the Monks of the Brotherhood of Wolseley have selected suitable elm trees and harvest their sweet, sweet sap.”

The project requirement was to create a thirty second spot for Big Rock Brewery product. The concept behind this TV spot is a satire of home brewing, featuring a decidedly earthy monk who brews his own beer—which is awful— according to ancient tradition; but prefers to drink Traditional Ale, from Big Rock.

In developing this ad, I undertook the writing, directing, cinematography, editing, as well as creating the narration and original music. My friend Josh stars as the Wolseley monk. Shot on location in Wolseley, Winnipeg, Canada (the epicentre of the Manitoba granola belt.)

Storyboard from the planning phases.



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