Alex J Campbell's latest spot for Staropramen is a warm, effortlessly stylish celebration of friendship, spontaneity and the stories made when people come together.
Built around the idea that "the best moments are made together", the campaign embraces the social rituals that define a great evening: catching up with friends, sharing laughs and creating memories that become stories to tell next time.
Campbell brings his signature approach to the film, balancing slick, upbeat storytelling with a warmth that feels genuine rather than staged. Rich, summery tones and quick-paced editing create an infectious rhythm, while photo-book-inspired flashes of imagery mirror the way we actually remember a summer evening: not as one continuous sequence, but as a collection of shared moments.
That balance between precision and spontaneity sits at the core of Campbell's direction. Known for crafting films centred around family, friends and human connection, his work always carries an easy yet considered rhythm that feels both visually engaging and emotionally authentic.
Reflecting on the project, Campbell said:
"The best moments together are rarely perfectly arranged. They're fragmented, fast and found in the small, unplanned shifts between people. That became the starting point for Staropramen. We looked for loose, natural behaviours that wouldn't feel overly choreographed, then set them against precise, elegant cinematography and sudden, playful bursts of life.”
In reference to the shoot itself, Alex describes the project as one that:
“... required agility and care, and both the teams in Budapest and London brought incredible precision, instinct and energy to every stage of the process. For me, the joy was in finding the point where deliberate craft meets the unpredictable energy of real life."
BTS still from the shoot.
Credits:
Client @staropramen.beer
Agency @hellowearemito
Director: Alex J. Campbell @alex.j.campbell
Directors Rep: @thevisionariesss
DOP: Jack Reynolds @jackreynoldsdp
Photographer: Nicole Loucaides @nicoleloucaides
Editor: Joe Corrie @_joe_corrie
Producer [KINOMOTO] Zsolt Vereckei @zsoltvereckei
Production Manager [KINOMOTO] Tamás Szécsi @vyf_budapest
Production Designer Imola Láng @imolalang
Production Coordinator [KINOMOTO] Máté Falaty @f.mate.96
Production Assistant [KINOMOTO] Trudi Hüttl @trudihuttl
Location Manager Ádám Zsíros @adamzsiros
Location Assistant Kornél Kódor @kornelkodor
1st AD Ádám Kolos @adamkolos
2nd AD Lili Fenyvesi @flilushk
1st AC János Darmos @krystallze
2nd AC László Szabó @lajszlo
Assistant Video Gábor Dulka @dulkgab
LED technician Barna Dankó @realis.studio
VP Support András Krucsai
DIT András Pucsek @andraspucsek
Digitech Sándor Szívós @syvosh_digi
Photographer's assistant Balázs Fromm @balazsfromm
Gaffer Attila Dóczi @elex_hungary
Best boy István Balogh
Key Grip Dániel Kecskeméti @kecskemetidani
Best boy grip Tibor Kecskeméti @tibor_kecskemeti
Crane Technician Csaba Oláh
Head Technician Gergő Lipták
Crane Operator István Bánhegyi @istipisti22
Set Decorator [Kreatív Mozi] Ivett Szász @ivettszasz
Set Decorator Assistant Rebeka Artim @rebeka_artim
Standby Props Krisztián Révész, Viktor Bárány
Food Stylist Ferenc Urbányi @feriurbanyi
Food Stylist Assistant Samu Urbányi @samu.urbany
VFX Supervisor György Ádám @we.are.jumpcut
Standby SFX Tamás Kiss
Colourist Alex Greggory @alexgregorycolour at @harborpictureco
Stylist Tekla Tankó @teklatanko
Stylist Assistant Flóra Janurik @florajanurik
Key Make-Up Artist Viktória Kovács @viki.kvcs.mua
Key Hair Stylist Roland Schráder @schrdrz_hair
Hair and Make-up Assistant Vanda Leányfalvi @leanyfalvimakeup
Animal handler Árpád Halász @godolloikutyasportkozpont
BTS Photographer Márton P. Kiss @martonpkis
Casting Agency Open Casting @open.casting
Catering Péter Varga @nanasi_etterem
Coffee Cart Bence Mátyás @bence_matyas_
Social:
Production house Compact Crew @compact_crew
Director / DoP Vadas Géza @gezavadas
Photographer / Head of CC CSIZMADIA BENDEGÚZ @bendeguzcsizmadia
Producer Mezey Anita @anmezz
Production manager Buday Bendegúz @bendibuday
Production coordinator Limbek Lilla @lillalmbk
1st AD Nagy Julianna
B camera Szolykó Dávid @szolykodavid
On-set editor Méhes Gábor @gabormehes
Video Assistant Juhász Péter @its.compi
Gaffer Vékony Dani @dani.vekony
Set Designer / Food stylist Matók Zsuzsi @zsuzsimatok
Beer stylist Urbányi Samu @samu.urbanyi
Stylist Bendes Bianka @biankabendes
Hair and make up artist @barbarakeseru
Editor Rácz Dávid @racz._.david
Color Stalter Anna @_anna_stalter_
Mito
Chief Strategy Officer Brigi Csurgó @bricsesz
Chief Creative Officer Gergely Marosi @gmarosi
Head of Art Patrik Béky @thenorthernwind
Creative Director Balázs Vizi @balazsvizi
Senior Art Director Dávid Tamcsu @tamcsuda
Senior Creative Milán Gelencsér
Creative Gábor Hajdu @_hajdugabor
Lead Agency Producer Gergely Kisfali @ticsiii
Junior Production Manager Záli Bán @zalihanna
Client Service Director Mihály Horváth @miso.papa
Account Director Zsófi Miklós @zsooofesz
Senior Project Manager Gergely Szandi @szandiger
Senior Account Manager Szofi Kim Tóth @tothkimszofi
Social Director Bálint Hadacs @balint.hadacs
Content Account Director Kata Kárpáti @katakarpatii
Media Designer Viki Mezey @mezeyviki.graphic