Countdown to Pitchfork Music Festival | White Claw

White Claw came to us to make their brand synonymous with "the fan experience" and we landed on a multi-year Pitchfork Music Festival sponsorship and a series of short films centered around Chicago music fans and artists - Countdown To Pitchfork Music Festival and Pitchfork Music Festival Rewind - which were released across GQ, Pitchfork, and them. In addition, this campaign consisted multiple onsite activations providing fans with White Claw, custom merch, and a Fan Cam integrated into the festival's livestream and across Pitchfork's social handles.

In these set of short films, we get ready with Chicago fans and artists days leading up to Pitchfork music festival while getting a look life in Chicago through the lens of party creators and community leaders Party Noire, the stylish photographer Nolis Anderson, and music artist and label founder NNAMDÏ.


Festival Sponsorship
Pre-Festival Short Films (GQ, Pitchfork, them.)
WhiteClaw FanCam LiveStream (Link)
Post-Festival Short Film (GQ, Pitchfork, them.)
Social Videos
Talent Social Posts
Custom Pre-Roll
Music Film Screenings at Music Box (Link)
Custom Merch


NNAMDÏ - Pitchfork
Nolis Anderson - GQ
Party Noire - them.

Senior Producer: Alex Wolff
Creative Director: Tamara Sangdow

Director: Ariel Fish