Greene King has collaborated with improvisational percussionist Steve Noble, AKA King Snare, to dramatise and promote the IPA brand.
In a two-minute film, created by Grey London, Noble performs an unrehearsed freestyle drum solo which was filmed in a single take, without any sheet music, by up and coming British director George Belfield.
Of the collaboration, Nils Leonard, chairman and chief creative officer at Grey London, explained: “When you see, hear or taste something really special, you can sense the pain, hardship and toil that have helped create that perfect moment.”
Noble added: “There comes a point when you don’t so much play the drums, you feel them. Like any craft that has been perfected over a long time, it’s instinctive, simple and totally unique. It’s not something you can easily teach or replicate.”
Greene King has been brewing since 1799.