Zach Gold is known for pushing boundaries when it comes to photography and film. Named "one of the leaders in creative image making," Zach combines photography and computer graphics to capture movement beautifully. In this short, Zach has teamed up with Redd's Beer
for their "Angel or Demon" campaign.
Redd's is not a typical beer so Zach took an atypical approach. The Polish beer is preferred primarily by women, who like its fruit taste because it offsets the bitterness. So instead of focusing on the experience around social drinking as most beer advertisements do, Zach focused on the individual experience consumers can have with the beer. The video starts with close up shots of colorful flowers and apples and a woman asking, "are you ready to play with me?" The narration continues throughout, peaking the viewer's curiosity as to what the product could be. Zach orchestrates the video so that movement is perfectly timed with the drums in the African inspired music. Through the short, the fruit and flowers seem to take on a life of their own, moving without propulsion. The video reaches a climax when we see a red and green apple (the angel and demon) collide and explode, dissolving into a fine cloud of red dust. The final shot is of a red orchid floating down slowly to land next to a bottle of Redd's Dry Beer.