The film 'more than waves' was a natural extension of Coors Banquets Sponsorship of Josh Mohr. A lot of the writing, producing, scoring and editing duties were shared with filmmakers and musicians in the surf community. By sharing the duties of bringing this film to fruition with key stakeholders in the community Coors Banquet was able to create a more authentic end product that would resonate with key influencers in the surf scene.

A series of successful premiers at a variety of surf-related events further reinforced Coors Banquet’s credibility within the community.

Worldwide distribution and solid sales gave the brand an unprecedented amount of exposure.250 copies sold in the first two days1000 copies reordered after first monthRequests for copies continued into 2008The film was sold on Ron Jon (largest surf retail chain in the world)Distribution went global—Japan, Australia, etc.In, perhaps, the clearest indication of the effectiveness of the film, our main competitor — Budweiser is in the process of making their very own surf film.