Working directly with Bira 91, a young brand for a ‘new India’, we wrote, developed, and produced this playful and surprising film for the launch of their brand worldwide. 

Its youthful, mischievous personality, rooted in innovation and flavor, is designed for a younger crowd: technologically savvy urbanites, who shun the traditional boundaries of work and play – a sentiment neatly expressed through Bira’s irreverent tagline, “Make Play”: A deconstruction of ‘make way’.

“A Bira Commute” – An everyday journey transformed into a magical dance party, was Inspired by the “Masstransiscope,” artwork in NYC. As well as providing a fun and adaptable mechanism for launch city localization, the brief was to create a film that pivots around a twist that transforms the ordinary into the extraordinary.

Shot by Adam Carboni, Cut by Ryan Mckenna, Production design by James Maher, Storyboards by Syd Fini.