To launch 'Palace Artois', MPC Creative (PALACE Skateboard's production agency) worked with Palace and Stella Artois to shoot and produce a campaign and create a visually authentic pub complete with a London boozer atmosphere.
It's time to pour yourself a pint, and celebrate the arrival of PALACE's second collaboration with Stella Artois. After the global success of their spring collection, Stella Artois and cult skate brand PALACE released a limited-edition fall collection of PALACE ARTOIS. The new collection will feature apparel with “SOHO, New York” or “SOHO, London” appearing on lux stadium jackets, hoodies, caps, and t-shirts, elevated home bar accessories, a limited-edition PALACE ARTOIS 16oz single can, and interactive PALACE ARTOIS pubs in SoHo New York, and SoHo London. Stella Artois and PALACE are brought to life the fantasy pub featured in the film, “Palace Artois: Savor Life Together.” These pubs offer a way to savor a pint with your mates like never before. And after a tough year spent social distancing, there’s truly nothing better than an IRL hang with friends or loved ones while enjoying an ice-cold Stella in hand. The campaign featured a main film and two teasers. It was shot and produced by The Mill/MPC Creative during a nationwide lockdown in the UK and follows Palace pro rider, Lucien Clarke, on a visit to the Palace London store where he soon discovers that not all is as it appears. In the film, at first glance, it’s a traditional London boozer with its ancient, grubby carpet and beer-swilling punters, but a closer look reveals a surprise. Bottles, mats and taps are all branded ‘Palace Artois’, as are the hoodies and shirts everyone’s wearing. The spot then develops in the style of a classic Stella Artois advert – down to the soundtrack and the parodic poorly dubbed French – and is intended to celebrate a new clothes collab between the two brands. It seems The Mill/MPC built the Palace Artois pub in the skate brand’s Soho store, although visits to it are obviously entirely dependent on current lockdown laws.
MPC Creative racked up yet another stellar full-service shoot during a nationwide lockdown in the UK, strictly following the Government and APA guidelines for pre-testing and safe working environments. The campaign was featured heavily in the press, with mentions in Creative Review, HypeBeast, GQ, Campaign, Highsnobiety and DAZED. The film was viewed over 500,000 times on the brands Instagram page.