BAFTA-winning animation directors bring Purity’s much-beloved characters to life.
It is with open arms that Purity Brewing Company welcomed BAFTA winning animators Brothers McLeod to the family. As long-time fans of the craft brewery, the brothers jumped at the chance to bring Purity’s much loved characters to life through their hot new animation.
Living out a childhood dream to pen a ‘Wild West’ inspired animation, The Brothers McLeod quickly drew upon the idea of ‘Longhorn and Lawless – A Warwickshire Western’, an animation which explores Purity’s unmistakable brands and brings the charismatic company and some of its more idiosyncratic customers to life.
The animation also answers a very important question - and one that was a priority objective when developing the animation – who are the Purity family?
With Warwickshire’s rural backdrop providing the setting, the animation tells the story of ruthless and intrepid explorers, ‘Longhorn and Lawless’, as they hunt for the fabled ‘Pure Gold’. Encountering ‘Mad Goose’, Purity’s savage goose and his trusty steed ‘UBU’, the two bounty hunters run into trouble and a stand-off ensues! Who will be victorious? Well you will have to watch to find out!
Purity’s work with the Brothers McLeod reflects the brewery’s ongoing support for the cultural economy and the spirit of creative collaboration. This animation marks the start of many more creative partnerships for Purity which is delighted to have made this exciting project happen.
Ian Parkes, Marketing Manager at Purity Brewing Company said, “We have admired the work of The Brothers McLeod for a long time, having watched their meteoric rise, which has seen them win a BAFTA and work with the likes of Disney and the BBC.
“The Brothers McLeod have a slightly unhinged approach to animation, with their characters verging on the abstract and the music they use influenced by their love of garage and punk. Purity Brewing Company has always been about pushing boundaries and The Brothers McLeod’s animation style truly reflects this.”
The animation follows another year of growth at the Warwickshire based brewery, which has extended its market to include London and Bristol and introduced three new beers to its award-winning range.
Paul Halsey, Managing Director of Purity Brewing Company, said, “The creation of Longhorn and Lawless – A Warwickshire Western, and the development of future animations and films reflects Purity’s commitment to collaborate with the best creative minds in the UK and to produce noteworthy digital content which brings the Purity brand to life.”
He added, “It is not good enough in the modern craft beer market to simply brew exceptional beer; we do that already but we also understand that craft beer is a lifestyle and that we have a great story to tell. By creating content we can engage further with our consumers, who we know are a very discerning bunch.”
Greg of The Brothers McLeod added, “Being a fan of the products Purity make, I’m partial to a pint of Longhorn while taking in a film at the local Picture House. It was there that I came up with the idea for the film as the taps for Longhorn and Lawless are next to each other and it struck me that they sounded like a couple of cowboys.”
The two and a half minute film has been released following Purity’s much anticipated debut at London’s Craft Beer Rising and ahead of the release of Lawless Lager into a 330ml craft can in the spring.
Source: Purity Brewing Company
Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.
