Introducing
Dr Hostetter's
Case Study
Client:
Brief
Create a product video of Dr Hostetter's American Bitter capturing the essence of the spirit through Art Direction.
Creative Direction
With Dr. Hostetter’s American Bitters and its rich historical roots, we felt this product video needed to be dramatised—bringing its legacy to life with cinematic flair. The original Dr. J. Hostetter’s “Celebrated” Stomachic Bitters was first formulated in the early 19th century by native Pennsylvanian Dr. Jacob Hostetter, and it quickly gained popularity among his clientele. Inspired by this origin, we aimed to create a visual narrative where the story feels as though it comes to life the moment you take a sip. With the slogan “turns your drink red”, we knew it was essential to reflect that visually. To achieve this, we incorporated a striking red sand element into the set—using beetroot powder to recreate a vivid, earthy terrain evocative of the American Midwest. This not only tied in with the product’s colour but also subtly echoed its frontier-era heritage.
Challenges
For every food and drink video we produce, one of our key considerations is always how to minimise waste. Recognising that each bottle comes with a cost, we were mindful of how to capture every shot without unnecessary wastage. With just two bottles to work with, we carefully mapped out the shoot. We began with the full-bottle hero shot, then gradually moved into pouring and cocktail-making scenes, making sure each step flowed seamlessly into the next. This thoughtful approach allowed us to make the most of each bottle while still achieving a visually striking final film.
Final Result
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