Shiner Bock - β€œIt’s a Texas Thing”

Spec Case Study Video

Timeline: 1 Week

Project Type: Video Editing

Role in the Project: Video Editor/Motion Designer

About Shiner Bock

Shiner Bock, brewed exclusively in Shiner, Texas, since 1909, has long been a symbol of Texas heritage and quality. As an independent brewery, Shiner Bock built a loyal following over the years, but recently, it faced stiff competition from national breweries pushing Texas-centric branding with little authenticity. This posed a challenge for Shiner Bock, as it was being overshadowed by larger competitors.

The "It’s a Texas Thing" campaign was created to address this challenge and reclaim Shiner Bock’s place as the true Texas beer. Through bold visuals, authentic storytelling, and a clear connection to its Texan roots, the campaign reminded consumers of Shiner Bock’s legacy and its rightful place in Texas culture.


Project Brief

This project aimed to create an engaging case study video to tell the story of Shiner Bock’s journey and how it fought back against the competition. The video showcases the "It’s a Texas Thing" campaign, highlighting Shiner Bock’s 115-year history and how the brand used its authenticity and Texas pride to reclaim its crown in the beer market. Through compelling motion design and storytelling, the video emphasizes how Shiner Bock stood its ground as the true embodiment of Texas beer culture.


Storytelling

In this case study video, Shiner Bock is imagined as a person born and raised in Texas, deeply connected to the state's culture and values. This character enjoys the simple pleasures of lifeβ€”like watching TV and savoring their beloved Shiner Bock beer. However, their experience is interrupted when mega breweries' fake Texas-centric advertising suddenly cuts in, metaphorically "breaking" the TV. Outraged, the character shouts, "Bring my Shiner Bock back!"β€”a plea for authenticity.

The story then transitions to the arrival of Shiner Bock’s new 360 campaign, "It’s a Texas Thing," which reintroduces the brand with a bold, authentic Texas flair. Shiner Bock returns, not only with a new look but with its rightful place as the true Texas beer restored.