Brand filmScriptwriting & concept
Lucky Saint
A sales team that couldn't get into any bars, and a founder who could explain the beer better than a deck ever would.
Client
Lucky Saint
Alcohol-free beer startup
Our role
Concept & script
Interview questions, narrative structure, on-screen copy
Format
Trade training film, for bar staff who sell the beer.
Context
Made during pandemic trading restrictions
01The brief
The pitch normally happens in the bar.The bars were shut.
Lucky Saint's sales team would ordinarily travel around the capital, visiting hospitality venues to explain the value of the product to bar staff and train them in how to sell it.
Pandemic restrictions took that away. The brief was to solve for the missing conversation — not to make an advert.
The audience isn't the drinker. It's the person recommending the drink.
Bar staff don't need to be sold to. They need to be equipped: what's in it, why it tastes like it does, and what to say when a customer asks why they'd order a beer without alcohol.
That makes it a training film first and a brand film second — and the script had to serve both without sounding like either.
02The approach
Put the founder
on camera.
The film is built around Luke, Lucky Saint's founder, talking about the merits of the beer and why it's one of the tastiest alcohol-free beers on the market. Interview footage is cut with product shots and lifestyle shots of customers drinking it in the bar, and on-screen text picks out the key details.
A founder on camera does something a brand voiceover can't: it establishes trust and authority with the person watching. Bar staff are being asked to vouch for this beer to their own customers, and they'll do that more readily for someone who has clearly staked something on it.
Ask the questions that produce usable answers, rather than write lines for someone to perform.
Give bar staff the two or three facts they can repeat verbatim to a customer.
Let the on-screen text carry the specifics, so the founder can stay conversational.
Work as a brand story too, so the film outlives the restriction that caused it.
03The result
A rep that
scales.
While the sales team couldn't visit pubs, bars and restaurants, the film gave them an excellent way of communicating the value of the brand to every venue at once.
And it didn't expire when the restrictions did. Once the team could get back out there, the same film still worked — bringing the story of the brand to life ahead of them, or in the places they can't reach.
- ConceptFounder-led trade film, solving a sales problem rather than a marketing one.
- Interview scriptQuestion set written to draw out the answers the edit needed.
- On-screen copyThe product details bar staff can repeat, pulled out as text.
- StructureAn order that works for training and for brand storytelling at once.
Production, direction and post were delivered by the film production team. Our part was the thinking and the words.