Brewer Stella Artois and agency Mother have teamed up to craft a short film telling the story of New York City's last group of billboard sign painters.

Brewer Stella Artois and agency Mother have teamed up to craft a short film telling the story of New York City’s last group of billboard sign painters. Up There documents a group of advertisement artists practicing the antiquated craft in the urban landscape.

As Sarah Greenwalt of Tablet comments, the project represents a timely venture into the future of brand engagement:

“Intimate and unique, the film successfully integrated plenty of product face-time, as it documented the painters creating fifty-foot ads that show the specific nine-step process for correctly pouring a Stella. Homing in on the message that timeless quality beats hurried efficiency, Up There is a fascinating story that won’t go out of style. Ideally, the success of this venture would convince more companies to invest time and energy in quality art projects instead of cheap spectacles, all in the name of “’going viral.'”

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