A provocative new branded short film starring Stevens Point Brewery’s Point 2012 Black Ale is captivating online viewers across the country. Visually iconic and emotionally charged, “The End or The Beginning” depicts two young lovers struggling toward each other amid angry demonstrators, menacing police and mysterious masked onlookers. Overlooking the chaotic street scene as asteroids crash into buildings is a fire-breathing Mayan chieftain, apt symbolism for Point 2012 Black Ale, a robust dark ale inspired by the ancient Mayan “Long Count” calendar that ends ominously on December 21, 2012, prompting various doomsday predictions.
Navigating the chaos, the young couple meets in a romantic embrace featuring Point 2012 Black Ale.
Created and produced by Rascals & Rogues, a Chicago-based production company, “The End or The Beginning” has fascinated thousands of viewers since its May 17 debut on YouTube.com. Shot in downtown Chicago’s LaSalle Street financial district on a cold winter day, the apocalyptic vignette showcases Rascals & Rogues creativity and technological expertise.
“Kudos to Director Kerry Shaw Brown and Executive Producer Ritch Wedeking and everyone at Rascals & Rogues for their expert execution of this edgy visual adventure.” said Joe Martino, Stevens Point Brewery Managing Partner. “2012 Black Ale continues to intrigue ale lovers and it takes the brand’s identity to a new level.”
According to Brown, the apocalyptic theme is a natural fit with Point 2012 Black Ale’s branding. “We love the unique character of the brand and really wanted to create something very cinematic to capture its soul.” He said. “Seriously, if the world is about to wind down, it’s the kind of ale you want to have in your hand and ‘The End or The Beginning’ makes that point perfectly clear.”
Rascals & Rogues is a creative partnership lead by Wedeking and Brown, who develop and produce film, TV, commercial, Web and corporate content for marketers worldwide. Based in Chicago, Rascals & Rogues works physically as well as virtually for clients and has production partners in Los Angeles,London and Shanghai.
The Stevens Point Brewery, founded in 1857, is the third oldest brewery in America. One hundred fifty-five years later, the Stevens Point Brewery continues to successfully brew quality beer, just as the brewery’s founders, Frank Wahle and George Ruder, did in 1857. More information is available @www.pointbeer.com.