For me Aleberta is a long time in the making.
My most recent beer related work is the Big Rock Copper Kettle series profiling chefs. I've directed a total of 12 different videos as part of the series. They were produced by the Kelly Brothers and we won an AMPIA award for the series this year. I loved working on this series because it allowed me to talk to people that are passionate about food and beer and share their stories with others.
My passion for beer goes back even further. I went to film school on the east coast and fell in love with craft brewing at the Great Canadian Beer Festival. For me this is where making a documentary about beer really began.
When I pitched the idea to broadcasters and funders, I was surprised that they weren't as excited as I was. They all told me the idea was serving a niche audience and had too small a market to fund. I moved on with my film career, making zombie westerns, and other strange genre films.
Beer stuck with me though, as it always has.
I became a beer activist. I'd have mini beer festivals at my house to promote craft beer. At house parties I'd leave extra strange beers in peoples fridges just in case they be thirsty enough to try something new.
I would find any way to get the word of beers out. Between my full time job and making my short films, I'd take a break and make Big Rock Eddies commercials.... I'm VERY embarrassed by these. Please don't judge me too harshly. This was eight years ago.
The last one actually made it to the finals not because it was good, but because I think they were scared of me.
So where are we today? I've never given up on my beer documentary but it, like myself, has changed. The world doesn't need an activist anymore, it needs a storyteller. That's who I am. and that's what I'm going to do with Aleberta.