We were thrilled to partner with Atypikal on this super fun project for a new hard punch from Constellation Brands called Rule of Five. The “Rule of Five” refers to the historic, time-tested recipe for punch: spirit, citrus, water, sweetener and often, spice.

The brand is grungy, geared towards younger generations, dark, but colorful. We had a blast putting together this shoot from pre-production to post. We took over one of our favorite bars in the city, EZ Inn, and brought in some amazing production design to make the bar appear more dive-y. We brought in a red pool table that matched the red from the Rule of Five branding and shot day for night. We also filled the space with disposable cameras for our talent to use while in the scenes which made for some fun cut-ins.

We shot on the brand spankin’ new Alexa 35 and some beautiful glass! To spice it up a bit we also filmed some angles with an old Sony MiniDV camera which was super fun to cut in.

The end result was 11 highly stylized social videos and photography content that went out on Rule of Five’s social channels and web. Look out for more!