Client: Freehouse Collective formally Donnelly Group
Produced by: Rosa Tang
Goodwill Lager 

“Some kids don’t get gifts over the holidays, drink this beer to change that.”

Every year, the Freehouse Collective, formerly known as the Donnelly Group, hosts a memorable Christmas party as a way to express gratitude to our hardworking staff for their year-round dedication. To infuse the spirit of giving into this celebration, our CEO, Jeff Donnelly, wanted to ensure that our team had the opportunity to give back to families and children who may not have the privilege of enjoying a gift-filled Christmas.

As part of the party's entry requirement, all attending staff members were invited to purchase $50 worth of household items and/or toys, which would later be donated to the Salvation Army Charity.

Jeff Donnelly was also keen to find a way to raise additional funds through our Freehouse Collective locations, with the support of our patrons, to further assist families in need during the holiday season. To achieve this, we joined forces with Red Truck Brewery to create our own Lager, aptly named the "Goodwill Lager." For each can or sleeve sold, $1 was earmarked for donation to the Salvation Army, and Freehouse pledged to match every dollar contributed.

In crafting this commercial, we aimed to involve our diverse staff members, many of whom come from various corners of the world. Since the holidays center around family, we posed a choice to them: spend the season with their loved ones or embark on a complimentary vacation. This project revolved around the importance of family during the holidays and shed light on how a purchase of the Goodwill Lager could bring joy to a family in need.

In my role for this project, I handled the entire production process from start to finish. This encompassed tasks such as location scouting, coordinating Freehouse staff schedules, managing styling, hair and makeup, budgeting, overseeing the in-house creative team for shooting, and handling logistics.