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James Squire

Ordinary Be Damned

Lion’s James Squire has launched its first major work from independent creative agency Milk + Honey United since its appointment to the beer brand’s creative account last year.

The campaign introduces James Squire’s bold new ‘Ordinary be Damned’ brand platform, telling the life story of the brand’s name sake James Squire, who is proudly upheld as an audacious rule breaker who turned adversity into opportunity to build Australia’s first brewery.

Featuring voiceover work by Game of Thrones actor Rory McCann, the campaign aims to connect the brand to the modern drinker by bringing James Squire himself to the world of premium beer.

The integrated campaign that run across cinema, TV, social, radio and OOH, including a hero 90 second film in Tasmania’s wild landscape and historic architectural sites by director Justin McMillan.

Alt.vfx handled all visual effects, led by VFX Supervisor Jesse Meha.


Justin McMillan
Fortress Films
Milk + Honey
Watch the VFX breakdown