00:00From Toronto to Cannes to a lot of the smaller
00:29places, you know, they're focusing on TV, focusing on pilots just because of the level of production.
00:35And obviously that's true with what you guys are doing with this pilot and obviously what
00:40you're going to do going forward. But as I was talking to Jonathan earlier, you know,
00:45the thing is, is that you have to find the right breweries and the right people to do that.
00:50And obviously starting off in New York because of you, Sergio, makes a lot of sense with
00:53Interboro. Can you talk about the sort of that gestation and why to start there from
00:58your point of view? Well, I think the reason I chose New York in particular was when we think
01:04of, I've always had this, this, this perception that anytime people, I meet people from around
01:10the world, you know, and whether they're in New York or I meet them in Germany, they, you
01:16know, people have this perception globally that, that New York is representative of the
01:21United States. They think that if they come to New York, everybody's like, you know, New
01:26York is the same way it is in San Francisco or Northern Montana. And obviously it was an
01:30American, you know, that's not true, but New York is such a representative of the, of the
01:35global aspect of America. We've done symbolism, but what it represents and, you know, it's a
01:40melting pot for that reason, not just internationally, but even domestically. So many people that we
01:44live around in, you know, in Manhattan are from Montana. You know, again, it just, it seems
01:50to kind of represent the big picture. Now, when it comes to craft beer, I knew it might
01:54not be a Mecca, but there is, the more research we did, the, there's a story about New York
01:59and its beer because, you know, United States started in the Northeast. It was Boston, it
02:04was New York and this. So, um, aside from also, but I just felt like it had a great, you
02:09know, the stories that we're finding about entrepreneurialism, that's New York as well.
02:13And so, um, when we, you know, and it just, it just worked for us and we knew we would
02:18slingshot out of New York into San Diego and Portland because that's, these beers are, these
02:23cities are Meccas for beer, but we wanted to start with, that's why it's United Crafts
02:27of America because it's a story about America and we're going to get around to everybody.
02:31Can't wait till we make our way around the map. And, um, but New York itself was something
02:35we felt was indicative of the big, of the larger story of the United States and representative
02:40in so many places, but like, you know, um, I think just when we meet again, even our
02:45brewers from Fort Collins, Colorado, but, uh, and, and again, passion and entrepreneurialism,
02:50uh, seem to be found there. And, and that's where all of this begins.
02:54I had like a one-year-old son and no job, couldn't get unemployment, didn't know what the hell
03:00to do. My brother-in-law started to get really into beer and he was home brewing. I was like,
03:05I want to be a brewer.
03:05From a very early age, we are instilled with this idea of the American dream. We hear all
03:14of these stories of we're going to rise above whatever our circumstances are and try to achieve
03:20greatness. Craft beer has done that. The modern craft movement is absolute chaos.
03:27When it comes to Interboro, we met with, you know, practically every single brewery in the greater
03:34New York, Brooklyn area. Um, and when we met with Jesse and Laura Interboro, we walked out and within
03:42five seconds, Sergio turned to me and he's like, that's, that's the one. And it's just cause they
03:47had such a heart and sincerity and like, there might be other brewers that are more, uh, talked
03:55about or critically acclaimed, but, uh, we fell in love with the people and their backstory and their
04:01connection to the city. Um, so that's why of all the, the breweries to select, we ended up working
04:06with Interboro cause they, uh, we were really able to tell a story with a lot of, uh, heart and passion.
04:14Um, and they were very open and upfront about the good and the bad or in the difficult of the industry.
04:21Now, I was going to say that we, we felt that, um, in addition to that, um, we, we knew again,
04:33Jonathan and I are seasoned professionals been doing this a long time. It's easy to say this can
04:37is great. And what's in there, they can't drink it through the screen. We needed people that we knew
04:40what the audience would connect with. And when we saw them, we met them. We just, we know characters.
04:44We know this is what we do. And we know when we found it, that everything came together,
04:48not just that it was great beer. It was that we had great people that the, on the audience,
04:51I think we'll very much connect with them in this, in this pilot.
04:54There is a bunch of pioneers who got together to say, we can be better than the generation before
05:00us. And the generation before that you see all of their passions on display, you see their
05:05frustrations too. It is 10,000 breweries all vying for the same small piece of the craft beer market.
05:18Beer is magic elixir that is responsible for human civilization.
05:25There's a certain push that I have to do the things that people tell me not to do.
05:32We tried to bring craft beer and music and art together.
05:37But the thing that you do that not a lot of other people do, because you have the background of both
05:41of you, it seems in sports too, is the aspect that it feels more, it feels very cinematic. A lot of
05:49documentaries don't feel like that. They don't use those macro closeups as much, you know, but you
05:54guys balance that because you understand the commerce of it, as well as the storytelling aspect.
06:00Because that's what all the big brands are trying to do. They're trying to make intimate stories that
06:04look beautiful and high concept. Can you talk about that balance? Because that requires
06:09doing those kinds of shots. I know how long they take. But can you talk about that balance?
06:15Yeah. I mean, to me, that was the fun and easy part, because I think it's just, that's my nature.
06:22I'm a Kubrick guy. That was the part when once we found what we wanted, I knew, you know, doing,
06:26but that to me comes from the pre-visualization and the look development, and which takes months.
06:32You know, I mean, if anything, I'd been probably working on it mentally for a much longer time.
06:36But when we got serious about, oh, you know, and I'm preparing everything with my creative
06:39director, we're going through pallets, we're going through look books, and I'm doing research
06:43on, you know, everything from what film stock I want to feel in New York. And again,
06:48there's a projection. It's not just one episode. There's a series again that, you know, and so
06:51it was look books. It's look development. Everything, everything was very intentional,
06:54but I knew I wanted that to the audience to feel close to it, but also just compelled by it. And the way
07:01to do that is, you know, and again, I went through this lens look that, you know, again, and to me,
07:05the, so, and that, that to me is just breathing again. I think it's just my background, you know,
07:09we do that all the time. And so I wanted, but I wanted, you know, I knew I wanted the audience to
07:13walk away feeling hungry and thirsty, but also just like, I've never seen it like that before,
07:18not in a show. And again, to me, you know, the cinema, the cinematic aspect is just, that's why I
07:23love movies. And I, you know, we're seeing that, that we, you know, filmmakers making TV shows as well.
07:28And that just seemed like a natural bridge for us to cross in every episode. We'll have that
07:33treatment and intention to, to tell that kind of story, but also, you know, the impact, we want
07:40that impact because I think the stories deserve it. Tim, you're the first person I've heard to make
07:44the sports comparison and it's, it's very apt. It's a very competitive industry. Obviously there's
07:53not an athleticism to it, but I can see the sports parallels. And it's a, it's a commitment to craft
08:00and improving that craft and really studying it. And Jesse, who's the main brewer at, at Interboro,
08:11I very much see him as a, the same mentality as, as a, an athlete in terms of how he approaches
08:20his job. And, uh, he has that, that fire, that competitiveness for sure.
08:26Success really demands everything.
08:30Every time I have one of Jesse's beers, I'm happy.
08:34Owning Interboro, the highs and lows are unbelievable.
08:40I just always wanted to put a stake in the ground for New York.
08:42Beer has woven this tapestry of what's happening in San Diego is happening in Milwaukee,
08:48is happening in Miami, is happening in Nashville. It's exciting.
09:02Craft beer is a story of America.
09:18We're leaving.
09:37We're going for it.
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