Beer Brewery Debuts New Ale With Cinematic Animated Gifs
To announce the release of Tweason'ale, a gluten-free brew, Dogfish Head partnered with Cinemagraph artists Jamie Beck and Kevin Burg.
Sam Calagione, of Dogfish Head Brewing, invited Kevin Burg and Jamie Beck, the duo behind Cinemagraphs (essentially classy animated gifs) to document the process of making the brewery's new gluten-free strawberry ale. The New York Times Diner's Journal highlighted the unique form of storytelling in a slideshow with each image capturing the essence of Tweason'ale – from the hand-loading of 150 pounds of organic strawberries into a wooden fruit press to the first pint served in a brewpub. From a marketing standpoint, the subtle cinemagraphs reflect the beer itself, lovingly crafted with strong attention to detail.