The Coors Brewing Company is an American brewery and beer company based in Golden, Colorado that was founded in 1873
Photographer: Kevin Griffin
Client: Coors Brewing Co.
Locations: US States of – California, Colorado, Wyoming, Utah & Arizona
Location Brief: US Railroads and Colorado landscape
From Road Trip to Iconic Campaign: Behind the Scenes of the Coors Light Shoot
There are location scouting jobs—and then there are journeys that become stories you tell for the rest of your life. The Coors Light photographic advertising campaign, shot by acclaimed photographer Kevin Griffin, was exactly that.
Over two unforgettable campaigns, we crisscrossed five of the most visually rich U.S. states—California, Wyoming, Colorado, Utah, and Arizona—to capture a visual narrative that reflected the wild, free spirit of the Coors Light brand. The result was not only a stunning visual showcase but also one of the most rewarding and ambitious location projects I’ve ever managed.
A Road Trip with a Mission
The heart of this campaign was a road trip—equal parts production and adventure. We weren’t just scouting and shooting locations; we were immersing ourselves in the American landscape. Every turn revealed a potential story: misty waterfalls, rugged mountains, reflective lakes, cinematic railroads, and dusty desert vistas.
By day, we worked through shot lists and location challenges; by night, we pulled into roadside motels, often well past midnight, still wired from the adrenaline of the day. And yes—more than once, we celebrated a wrap with a few chilled cans of Coors Light.
Riding the Rails of Cinema History
A highlight of the campaign was photographing the Durango & Silverton Narrow Gauge Railroad in Colorado. This 19th-century railway isn’t just a marvel of engineering—it’s a piece of movie history. The train and its stunning mountain route were famously featured in Butch Cassidy and the Sundance Kid, and standing on those tracks felt like walking into the reel of a Western classic.
Shooting there meant capturing not just the visual majesty of steam engines and trestle bridges, but the deep sense of Americana Coors wanted to evoke.
Helicopters, Hikes & Havasu Falls
In Arizona, we went full expedition mode. We helicoptered into the Havasupai Reservation, deep in the Grand Canyon, then trekked rugged ground to reach the ethereal Havasu Falls—a turquoise-blue cascade dropping nearly 100 feet (30 meters) into pristine desert pools.
The effort was immense. The logistics were complex. The sweat was real. But standing there, surrounded by red rock and water that glowed like something out of a dream, we knew we had something special. These weren’t just pretty pictures; they were moments of pure magic captured forever.
Colorado: The Campaign’s Spiritual Home
As the birthplace of Coors, Colorado was the emotional and visual anchor of the entire campaign. The brand’s story is steeped in this landscape—the cold mountain air, the alpine purity, the sense of pioneering independence.
We scouted high peaks and backcountry trails, snow-dusted valleys and crystal-clear lakes. Every frame aimed to express the idea that Coors Light is more than a drink—it’s a lifestyle that lives out here, in the rugged and the real.
Location Management That Goes the Distance
This campaign was more than a showcase of epic locations—it was a case study in what great location management brings to the table. From pre-production research and permits to transport logistics, on-the-ground coordination, and adapting to nature’s curveballs, this was production in the wildest sense. Whether it was working with local authorities in remote Utah or negotiating access into protected reservation lands in Arizona, every piece of the puzzle had to align. It’s this kind of project that proves location managers aren’t just scouts—we’re storytellers, problem solvers, and the glue that holds big ideas together.
A Few Cold Beers to Finish
Somewhere out on the road—maybe in a motel parking lot under the stars—we cracked open a few Coors Lights and toasted to the journey. That moment, like so many on this campaign, reminded me why I love this work. Because when it’s done right, location management doesn’t just support the vision—it becomes part of the story.
Here are some of my location scout photos for the project:
Final Campaign images:
