Edelweiss' aural alpine overload

It's tough to demonstrate the power of flavour using only sound and visuals, but FRED & FARID Los Angeles give it a bloody good crack in their latest Feel the Alps film for Edelweiss.

Using the imagery of fashion photographer Hans Neumann, shooting through Cadence Films, the thrilling spot splices together both footage of alpine wonders and quenched imbibers with a furious rapidity that somehow evokes the freshness of the product. Combined with some breathtaking audio, the film feels like a gratifying assault on the senses.

"I wanted to tell a story that revolves around the actual experience of drinking this aromatic beer, transcending beyond simply how it tastes," explains Neumann. "Edelweiss is about unwinding, re-energising, and connecting with friends in an intimate way – so this had to be brought to life in the campaign. To do so, I worked to plunge viewers into the world of the Alps, using a blend of camera angles, editing, and the science of ASMR sound design.”