BOULEVARD
2025
Anthem
Approach
One of the most characteristic things about being Midwestern is the hospitality and unassuming language we all use. How can we give Boulevard those characteristics? We give it a midwestern voice. Boulevard has a wide variety of brands and drinks, so we need to be able to speak to a broad spectrum of consumers. Lastly, we need to tell a story about why people drink Boulevard.
Something for Everyone
There are a lot of labels, yes. A lot of different drinks sounds like a party to me. You don't want just any drink when you go to a party. You want your drink. Boulevard is the party. And what would a Midwestern voice say to someone who wants to be part of the fun…
Welcome to the Party
Let’s Party?
A party isn’t always a huge blowout. Sometimes its a group of people watching their weekly show together. A party can be two brothers sharing some good news. And sometimes a party is a room full of loud music and having the time of your life.
Boulevard owns all of those moments and wants to welcome everyone in by doing the most Midwestern thing possible: inviting everyone to join the party.
Scripts
Version 1
INT. BLVD TASTING BAR -- DAY
A MAN (30s) sits at a table anticipating his yet-to-arrive guest. He’s got news and its begging to be spilled. There is a Boulevard Wheat bottle in front of him. The familiar sound of a tavern door creaking open lifts his gaze to the door.
EXT. RESIDENTIAL HOUSE -- GODLEN HOUR
A WOMAN (40s) is precariously balancing her various bags and cups as she reaches into her back seat to grab her 12 pack of Quirks. She slams the door shut with her hip and walks up the sidewalk to the front door. She reaches out to press the doorbell.
INT. DIVE BAR -- NIGHT
A YOUNG COUPLE (20s) grasps hands and rushes to get the best spot in the very front of the club. They want to be up close to the action when the band comes on. Amplifiers turn to 10. Drums load into their racks. The bass gets tuned up.
INT. BLVD TASTING BAR -- DAY
A hand slides a small piece of paper across the table. The newly arrived guest picks it up to see its a sonogram. The guest gives his brother a punch in the shoulder before they cheers.
INT. RESIDENTIAL HOUSE -- GODLEN HOUR
The group of girlies gather around to watch their weekly show. Jump cuts of laughter, crying, shock, and awe.
INT. DIVE BAR -- NIGHT
The young couple holds their drinks up as the band breaks into a chorus. The crowd dances along with the music.
ART CARD over the image of a Boulevard Beer:
WELCOME TO THE PARTY
Examples
These are obviously very high dollar productions but there are a lot of things we can extract from them for our scale. I wanted to show you the goal in my head. These are great examples of “vérité” filmmaking that can be done entirely visually and some natural sound on location.
Version 1
EXT. BOULEVARD BREWING BREW HOUSE 2 -- DAWN
Open on a low angle shot of the brewery just before the sun rises. A quiet beat before the day begins. A few employees are walking into the building.
NARRATOR
This is where it all starts—Boulevard Brewing.
A beat of baited breath just before the commercial dives into a quicker pace.
NARRATOR
Well, actually it all started over there.
WHIP PAN TO:
EXT. BOULEVARD BREWING BREW HOUSE 1 -- DAWN
We see the smaller brewhouse connected to the larger building.
INT. BREWERY SHOTS -- VARIOUS
A montage of people working in the brewhouse. Bags of grain are lifted, hops are dropped into kettles, hosing down the floor, wiping down tanks.
NARRATOR
That was our first brewhouse. And Now we have two.
WHIP PAN TO:
EXT. BOULEVARD CAMPUS -- VARIOUS
A montage of brewhouse 1, 2, beer hall, rec deck, smokestack.
WHIP PAN TO:
EXT. BREWHOUSE 2 PATIO -- GOLDEN HOUR
Montage of people gather for a concert. Each person grabs different Boulevard beverages.
NARRATOR
We make drinks right here in the Midwest to keep the Midwest moments rolling.
MONTAGE OF STILL PHOTOS: party at the lake, baseball games, tailgates, table top gaming, etc. Very quick cuts in secession.
As the VO continues the party montage on the patio returns. We see more people, more drinks, close up of amplifiers turning on, drums being set up. The scene culminates with a sunset rooftop concert and everyone is having a great time.
NARRATOR
So, thanks for coming, grab a drink, and welcome to the party.
The commercial ends with an ART CARD reading, “Welcome to the party.”
END
This is where it all starts—Boulevard Brewing.
NARRATOR
Well, actually it all started over there.
That was our first brewhouse. And Now we have two.
NARRATOR
We make drinks right here in the Midwest to keep the Midwest moments rolling.
NARRATOR
So, thanks for coming, grab a drink, and welcome to the party.
END