TITO’S HANDMADE VODKA

OUTDOOR ADVENTURE DOGS

“With over 1.13 million video views, their campaign in total included a fully integrated media plan.”

the client

Tito’s Handmade Vodka is America’s Original Craft Vodka. In 1995, Bert “Tito” Beveridge obtained the first legal permit to distill in Texas and created Tito’s Handmade Vodka.

An important part of their story is the innate connection they have with their canine counterparts. Since the beginning, Tito’s has been committed to rescuing and protecting the animals that have come into their lives, often serendipitously — many of whom now thrive alongside them at their distillery and our office.

Their dog program; Vodka For Dog People was created to better the lives of pets and their families far and wide.

objective

The goal for this ad campaign was to create, execute, and distribute a series of films that would spread the word on Vodka for Dog People.

our role

Outlive Creative was contracted to lead creative / story development, pre-production, production, and post-production.

responsibilities

Creative / Story Development

Concepts, script, storyboard.

Pre-Production

Sourcing talent, location scouting , organizing crew, shoot logistics.

Production

Shooting, directing, location sound, lighting, running interviews.

Post-Production

Sourcing music, editing, color correction, sound design.

Photography

Images used for blog posts, newsletters, banner ads, and overall campaign promotion.

Commercial Campaign

Distribution strategy and management of FB + IG ads, blog posts, newsletters, website banner ads by Outdoor Project.

Project Management

Oversaw the production end of the project to ensure the visual content would be delivered on time and within budget.

story development

This was an awesome collaboration between us and Outdoor Project. The concept for the 5 part film series would feature 5 rescue dogs and their unique stories.

We sought out 8-10 rescue dog candidates who we could feature in the films. These candidates consisted of unique people who rescued their dog as well as dogs who rescue people aka Search and Rescue (SAR) dogs. The client approved 5 of our candidates and we proceeded with character development.

The 5 stories would include; 2 individuals who rescued their dogs, a team of Wilderness Therapy Dogs who bring comfort to people with disabilities during outdoor activities, and 2 Avalanche Search and Rescue Dogs.

production days

The project was filmed over the course of 7 days between April and June. We spent 1 day on the Southern Oregon Coast, 2 days in Whitefish, Montana, 2 days in the Alabama Hills, California, 1 day on Mt. Hood, Oregon, and 1 day on the Santiam River in Oregon.

timeline

The creative / story development phase took 2 months from March to April. During this process we were creating concepts, sourcing the rescue dogs, developing the characters, and creating the storyboards.

We took 2 weeks in pre-production to scout locations, organize crew, book travel, make shot lists, and create call sheets.

Production took place over the course of 2 months from April to June and we worked on editing from June to October. The videos were delivered in segments with the first 3 stories being published in June, July and August, and the last 2 stories being published in November and December.

deliverables

The campaign included a total of 20x video deliverables. We featured each rescue dog story in a 1.5 - 3 minute brand film. Each story was supported with 3 social media ads that were promoted through instagram and facebook to drive traffic back to the main story.

Distribution

In collaboration with Outdoor Project, we pushed the deliverables to the audience. Each story was featured on its own landing page with traffic being driven to it from email newsletters, banner ads, promoted Facebook / Instagram posts, and blog posts.

With over 1.13 million video views, their campaign in total included a fully integrated media plan.

• Episode 1 – Jasper (191K views)

• Episode 2 – Juneau (283K views)

• Episode 3 – Freja + Lycka (212K views)

• Episode 4 – Jett (219K views)

• Episode 5 – Enzo (231K views)

Behind The Scenes

Dave dug out a massive hole (photo above) for 1 of the training sessions we captured. The drill consists of “burying” a victim and Enzo is supposed to locate the human and dig them out. We actually role-played this out and it was pretty impressive to watch Enzo achieve the goal.

We ran 2x Sony FS5s during the interview shots, 1 shotgun mic going into one of the FS5s and a wireless lav going into the other FS5.