When writing a concept for this Fulton Beer spot, we wanted to dive into how the art direction of the can made us feel. The Chill City Chugger was one of the first craft beers that has the taste and feel of a lite beer, meant to session. We first wanted to take the color palette of the can or massage it into the art direction of the set and props. We then wanted to remind our audience, that winter can be just as fun as the summertime, and hanging out on the ice can be just as awesome as the beach. Sprinkling in a traditional timeless nordic wardrobe, this spot should get anyone out of the house on a sunny winter’s day.