The 1776 Pack

To celebrate Independence Day, we helped Pabst Blue Ribbon create a special-edition 1776 pack. You're Welcome, America.


Pabst Blue Ribbon


  • 72andSunny
  • Live Action
  • Direction
  • Post Production
  • Fabrication

Project Overview

The Brief

In honor of America's birthday, we built a larger than life recreation of the classic PBR 12 pack — that holds 1,776 cans of Pabst beer.



Step one: figure out how to adapt a typical 12-pack into a structurally sound 1776-pack.

Since influencers were getting their own #1776Pack, the right sheen, folds and feel of a retail 12-pack were key.

Social Content

With the announcement film ready to debut, we prepared to expand the spotlight.

A handful of additional 1776 Packs went out to influencers and creators around the country. These collapsible versions teed up a summer of PBR content. Beer chilling specialists at Igloo Coolers, skateboard podcasters The Nine Club, comedian Ali Macofsky, and the Michigan emo band Hot Mulligan all received the limited edition 1776 Packs to use to create content with during the summer -- and consume at their own pace.

A gift to America

Because 1,777 seemed excessive.

PBR fans went crazy for the announcement of The 1776 Pack on social media, with over 100k Instagram views, another 85k on Youtube and press pickups from AdWeek, to Food & Wine and Forbes.

  • Ounces of Beer
  • Cans of PBR
  • Kegs Worth of Beer
  • Exclusive Cases


A few people we're happy to share a beer with.

The 1776 Pack

  • Director
    Scott Friedman
  • Director
    Jake Friedman
  • Director of Photography
    Martin Moody

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