Corona, a beer brand born in Mexico and now exported to some 180-plus countries, has rolled out Corona Studios to expand its entertainment footprint as a means to engage consumers. The new venture–formally launched by Anheuser-Busch InBev which operates and markets Corona exclusively outside the U.S.–has released its first project, Free Range Humans, an eight-part digital content series celebrating individuals who choose to break from routine in pursuit of more fulfilling lives in the great outdoors, turf familiar to the Corona brand which is linked to the beach and nature.
Each episode is six to 10 minutes long and profiles a pioneering adventurer. The first season of Free Range Humans–which can be viewed on Corona’s YouTube channel and other social platforms–features:
- Bruna Bessa, a Brazilian public relations associate turned surf instructor and founder of Mare Alta, a women’s empowerment surf camp that hosts retreats around the world.
- Juan Pablo Bueno, a Colombian biologist who built an eco-friendly resort in the jungle of La Macarena without disturbing a single tree.
- Mario Rigby, a Canadian influencer who gave up a potential Olympic career to become a world traveler focused on breaking cultural perceptions by helping people discover new places and people around the world
- Emily Penn, a Cambridge-trained architect turned ocean advocate from the UK who leads sailing expeditions to eradicate plastic from our oceans.
- Jason deCaires Taylor, a UK artist who used his passion and talent to create underwater sculptures that become coral reefs and marine ecosystems.
- Roushanna Gray, a South African sustainable coastal forager who educates students about the edible treasures that nature has to offer.
- Zandile Ndhlovu, who broke through cultural barriers to become the first Black freediving instructor in South Africa.
- And Darci Liu, a dancer who became China’s first professional surfer, using her knowledge to inspire and change perception as a surf coach, eco-entrepreneur, and environmental advocate.
“This is not just another travel series. With the events of this year, we know that people around the world are increasingly appreciative of the outside and pondering what an alternative life could look like. This series was developed to give new, first-hand inspiration on what that could look like once the lockdowns subside” said Felipe Ambra, global Corona VP. “The people we are celebrating are an embodiment of the Corona lifestyle and we hope can serve as motivation for others to pursue a fulfilling life in and around the natural world when they are able to.”
While Free Range Humans is inspired by the traditional television show format, it was specifically shot to live natively across the social universe, with a connected ecosystem of supporting content. Instead of standard 22-minute episodes, for example, the series offers these six to 10-minute episodic stories, collectively equivalent to the production of a feature film, involving collaboration with over 100 people. Each episode is flanked with a range of promotional cuts and two or three assets for the curious minds looking to explore each cast member’s passion points more deeply.
Free Range Humans was originally conceived by Wieden+Kennedy Amsterdam and developed as a global entertainment platform by Pereira O’Dell, which produced the series remotely. Free Range Humans is directed by Klaus Obermeyer of Rocket Film, the production company which shot the series. The casting process was rigorous and assessed 500 candidates, and the shoot included teams working in six virtual edit rooms across multiple time zones, allowing for nimble, real-time collaboration between editors, producers, and sound design daily. Postproduction was led by Cosmo Street Editorial, with music scored by Quiet City.
In light of the COVID-19 landscape and with consumers increasingly emboldened to disconnect and pursue their passions, Corona also wants to enable more people to live a free range lifestyle. That is why the brand is accompanying its series launch with the announcement of its Free Range Fund, a grant pool to help support the outside projects of select consumers globally. With the fund, Corona aims to identify and enable passionate individuals who broke routine to pursue their projects fully, with the potential to be featured in season two of Free Range Humans. Consumers can apply for the fund at www.CoronaFreeRangeFund.uk.
Corona Studios aims to diversify its content base across relevant formats and verticals, from long form videos to short form clips and more.
