It’s kind of funny that television has actually become one of the most honest means of advertising, but in the days of web pop-ups and covert product spokespeople, putting a story to film almost seems quaint.
We worked on this project with our good friends at Amalgamated in New York who lead us to director Jake Scott. The vibe on the set was spontaneous and free-wheelin’.
We shot in and around Hotchkiss and Paonia, Colorado. Many thanks to all the folks who helped us out and made us feel at home in their beautiful slice of the world.
We'd also like to thank Devendra Banhart for allowing us to use his remarkable music in our first foray into film.
We found our actors, Charles as the Tinkerer and his lovely wife Jana, outside a bike shop in Boulder. Marc, who plays our fearless roadie, was also found loitering around a bike shop. See how easy it is to get discovered?
One production note: the reggae-inspired number for the “joust” spot was an improvised session of New Belgium co-workers in a little barn house studio here in Fort Collins.