The launch party for Hop Coolture Pale Ale and its campaign video had everyone in attendance grooving and hopping inside Polilya at Poblacion, Makati City, proving the latest seasonal beer really lives up to its vibrant and refreshing character.
Craft beer enthusiasts and exceptional people from the creative community flocked together for this rare occasion to celebrate not just the locally made drink, but the meaning behind Hop Coolture's existence: awaken all of us to chase life's adventures.
Dux Dacudao, the man behind Hop Coolture's campaign video, epitomizes what hopping on adventures is all about. When not calling shots as a film director for actors, musicians, and ads for household names, he's busting moves as an accomplished dancer and mentor. Did we mention he also has a nursing degree under his lens?
So, when Team Engkanto reached out to Dux with creative ideas for this project, he set his sights on one thing and one thing only—to not let this moment slip away from his hands.
“The excitement for Engkanto's Hop Coolture beer was very natural to me," recalls Dux. "How many projects like this do I get in a year? I mean, in my lifetime?”
He adds, “I felt like I was closing a circle in doing this project. The reason I got into filmmaking was because of dance, and now, I get to film a dancer, a DJ, and a graffiti artist. This is my community. This is my culture.” Driving home the point with more emphasis, he quips, “Hindi ako papayag na mapunta sa iba ang project na ito. Para sa akin talaga ito.”
Seasoned and highly regarded in the media industry, Dux came out honest in saying that for his other projects, it takes great effort from him and his team to bring out what can appear to be believable.
"When we did the Hop Coolture shoot, I felt very alive," describes Dux. "For my other advertising shoots, it takes around 50 people to make something like this work. Under my team, we're only six, and we wore different hats that day. I got tired physically, but I felt very alive during the shoot. How I wish all my shoots were like that."
He adds, "I was in my element as well as everyone. The energy during the shoot day was so positive with my team and the rest of the team from Engkanto."
After Dux visualized the storyboard for Hop Coolture's campaign video and shared what he envisions to us, he didn't need to look far and wide to find the right dancer, graffiti artist, and DJ as his talents. They all belong in the same creative community.
"Vince Mendoza as the dancer, Carlo De Leon as the graffiti artist, and Mayel Sancho as the DJ stood out for me because they were already standouts in their own fields. With Vince, he is a very renowned dancer in the Philippines. He's a perfect embodiment of a dancer who would stand for Engkanto very well," Dux explains.
"In Carlo's case, I've worked with him before for a clothing brand, and we got him as a graffiti artist. After that I learned that he also danced at that time, so things clicked. He even made another cool mural for Hop Coolture. And with Mayel, I used to teach her dancing back in college before she became a DJ. So, I say the circle is really close. I only picked from a handful and didn't find it hard making decisions."
Dux takes pride in assembling real people for the creative shoot saying, "This project is close to my heart. I know that everyone I'm working with are good at this and we didn't feel like pretending to be someone. I never felt like Engkanto was trying hard. It's actually very natural with Engkanto."
After the shoot flowed naturally, Dux playfully puts the experience into words: "I didn't have to be in my zone because I was in my zone. I was on fire that day!" He ends, "Hindi ito mangyayari kung hindi dahil sa Engkanto at kung hindi din sa culture na gusto i-tap ng Engkanto. We hit a lot of bases with this."
A distinctly satisfying beer, Hop Coolture Pale Ale is really a shot in the arm that urges everyone to be authentic and creative individuals. The challenges and risks we face are really opportunities for self-expression towards pursuing something better.
Watch the full Hop Coolture campaign video below:
It’s your turn to hop on and chase life’s adventure! To experience or know more about Hop Coolture, read more about its unique profile here