The Quest for Hop

Greg Hackett directs a new campaign for Heineken brand ‘Hapkin’. Produced by Land Vogel and shot over two days in South Africa, the film follows a man as he battles his environment to get hops back to the brewery, embodying the sentiment that Hapkin is prepared to go ‘wherever the challenge takes us’ in order to create the best product possible. The film is accompanied by a striking score from composer, Luke Atencio. Hapkin is a high-fermentation strong blonde ale, with a unique brewing process, during which the hops are added in 4 stages.

About the Artist

With strong attention to the detail of storytelling and an identifiable taste for composition, Greg has directed commercials and branded content for clients such as philips, sony, royal navy, cartier, national geographic and the new york times.

Most recently, ’the longest night’ for philips was awarded ‘best brand film of the year’ at the campaign and pr week award festival and gained a vimeo staff pick. additionally, sony ‘tko’ has picked up gold awards at the cannes lions, british arrows, and ciclope craft festivals. his short film ‘experiments in speed’ was an instant online success being viewed over two million times & shared globally. similarly, ‘one seven eight’ was shown at festivals across the world including banff, telluride & the 5 point mountain festival. 

More Greg and Land Vogel’s work can be seen on their Website and on Instagram