HOLY
CRUSTACEAN
STUDIO

PILFER PEACH LAGER · GREENE KING · 2026

PEACH,
WITH BITE.

A launch campaign built around Peter Pilfer — an orchard rogue with an old-world look and a modern taste for trouble.

CONCEPT · ART DIRECTION · FILM · ANIMATION

Pilfer Peach Lager campaign artwork

THE IDEA

Turn peach flavour into a world: a mischievous character, a moonlit orchard and one prize worth stealing.

01 / CHARACTER

AN OLD ROGUE
FOR A NEW LAGER.

Peter Pilfer began as an engraved storybook figure: instantly readable, lightly ridiculous and built to carry the campaign beyond a single film.

Peter Pilfer peering over a wall Peter Pilfer standing confidently Peter Pilfer running away with an enormous peach

THIEF · DREAMER · PEACH ENTHUSIAST

02 / STORYBOARD

PLANNING THE
ORCHARD HEIST.

The first boards map a miniature folk tale: temptation, trespass and a very determined thief. The original sheets were broken back into individual shots so the page follows the rhythm of the film, not the layout of a presentation.

BEAT 01

THE LURE

Establish the abbey, the forbidden orchard and Peter’s first look at the prize.

Moonlit abbey orchard filled with giant peaches01
THE STORY BEGINS
Peter Pilfer looking over a wall at the orchard02
A TEMPTING DISCOVERY
Peter Pilfer peering between peaches03
THE TARGET
BEAT 02

THE TRESPASS

Move from wall to tree cover, then bring the guard close enough to create real danger.

Peter Pilfer crouching beside the orchard wall04
INTO THE ORCHARD
Peter Pilfer hiding behind an old peach tree05
KEEPING OUT OF SIGHT
Peter Pilfer hiding as an abbey guard passes06
A NARROW ESCAPE
BEAT 03

THE REVEAL

Open the orchard out, then end on the watcher Peter never notices.

Peter Pilfer creeping through the orchard07
CLOSING IN
The abbot watching Peter Pilfer from a high window08
WATCHED FROM ABOVE
Peter Pilfer sneaking with a stolen peach
FROM PLAN TO PILFER.
Peter Pilfer sneaking between the storyboard and finished film

FILM 01

THE STORY
OF PILFER.

The finished origin story introduces Peter, the orchard and the peach that starts it all.

03 / A SECOND WORLD

THEN THINGS GET
A LITTLE PEACHIER.

The second film loosens the rules. Peter wakes inside a weightless peach dream, turning the same character and product into something stranger and more playful.

BEAT 01

THE WAKE

Begin in intimate close-up, then let the peach world expand around him.

Peter Pilfer asleep among floating peaches05
A PEACH-FILLED DREAM
Peter Pilfer opening his eyes in the peach dream06
A CURIOUS AWAKENING
Peter Pilfer surrounded by floating peaches07
TAKING IT ALL IN
BEAT 02

THE DRIFT

Turn gravity off, loosen the camera and let the product become his next obsession.

Peter Pilfer swimming through the peach dream08
MAKING A SPLASH
Peter Pilfer spotting something in the peach dream09
A NEW OBSESSION
Peter Pilfer giving a knowing wink10
THE KNOWING WINK
BEAT 03

THE DIVE

Snap from recognition to movement, carrying Peter straight toward the pint.

Peter Pilfer diving through the floating peaches11
THE DIVE
Peter Pilfer reaching toward the Pilfer pint12
CLOSING IN
Peter Pilfer carrying a peach and winking
THE SAME ROGUE. A STRANGER WORLD.
Peter Pilfer carrying a peach and winking

FILM 02

PEACH
DREAM.

A surreal product film built from the same illustrated world.

04 / PRODUCT FILMS

ONE PRODUCT.
TWO PRODUCTION WORLDS.

Working with Set Point Productions, we combined bespoke AI product shots with a studio-shot suite of product films, expanding the campaign world while keeping the beer tactile and real.

IN PARTNERSHIP WITH SET POINT PRODUCTIONS

STUDIO-SHOT PRODUCT FILMSBESPOKE AI PRODUCT SHOTSONE CAMPAIGN SYSTEM
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