“Thermal Buzz” set out to prove that Garage Beer could create entertainment on the same level as the franchises that inspired us; not as an ad, but as a film people would choose to watch.
Inspired by the iconic thermal vision and tension of Predator, we aimed to create our own original short film within the Garage Beer universe. It followed a group of unsuspecting garage hangers who realize they’re being hunted, not for survival, but for their beer. The tone balanced cinematic authenticity with Garage Beer’s signature humor, blurring the line between parody and legitimate action filmmaking.
Our goal was to expand Garage Beer beyond traditional brand marketing and demonstrate that we could build cultural relevance through original storytelling. Instead of interrupting entertainment, we wanted to become entertainment. We designed the film to live natively on social media, earn organic attention, and showcase Garage Beer as a creative force capable of producing long-form narrative content.
The impact went far beyond our initial objectives. After discovering the film, The Walt Disney Company and 20th Century Studios approached Garage Beer to officially collaborate, resulting in co-branded promotions, television placements during Monday Night Football, and a national paid campaign. We even got invited to the premiere party at the Chinese Theatre in Hollywood!
What began as an independent Garage Beer passion project became an official Hollywood partnership, validating our belief that creativity can open doors traditional marketing never could.
“Thermal Buzz” started as an idea from Jason Kelce: what if Garage Beer made its own Predator-style film, not a spoof, but a real, cinematic short that just happened to exist in our world?
We took that idea seriously. Instead of shooting it like a traditional ad, we approached it like a film production. We wrote an original script, assembled a lean but experienced crew, and traveled to a remote jungle location to create an authentic environment. We used practical effects, cinematic lighting, original sound design, and thermal-style visuals to recreate the tension and point of view that inspired the concept. The goal was immersion; something that felt native to film culture, not advertising.
From the beginning, our plan was to release the film organically on social media as entertainment first. We premiered it on Instagram and YouTube, supported by behind-the-scenes content, posters, and in-world storytelling that treated the film like a real release. The audience response was immediate, with fans embracing it not as a piece of marketing, but as a Garage Beer original.
The biggest challenge was scale. We were attempting to create Hollywood-style entertainment with a fraction of the resources. Weather, terrain, and production logistics added complexity, and we had to balance cinematic ambition with the scrappy reality of a small brand budget. But those constraints forced creative solutions: practical effects instead of expensive CGI, real locations instead of sound stages; which ultimately made the film feel more authentic.
The project took on a life of its own when 20th Century Studios discovered the film and approached Garage Beer about collaborating. What started as an independent passion project evolved into an official partnership with The Walt Disney Company, including co-branded television spots airing during Monday Night Football and a comprehensive paid media campaign promoting both films together.
What makes “Thermal Buzz” unique is that it wasn’t created because we were asked to. It existed because we wanted it to, and that creative conviction turned a Garage Beer original into an official Hollywood collaboration.
“Thermal Buzz” set out to prove that Garage Beer could create entertainment that stood on its own, not just as marketing, but as culture. The results exceeded that objective in every way.
The film generated nearly 10 million organic views across Instagram, YouTube, and other social platforms, with audiences watching, sharing, and engaging at levels far beyond traditional brand content. More importantly, fans of Predator embraced it. The film was shared within Predator fan communities, discussed alongside official franchise content, and praised for capturing the tone and spirit of the original; something previously entirely unheard of for a beer brand.
That authenticity helped drive extensive earned media coverage across entertainment, sports, and culture outlets around the world. What began as an independent Garage Beer short film became part of the broader Predator conversation.
The ultimate validation came when 20th Century Studios and The Walt Disney Company approached Garage Beer to officially collaborate, resulting in co-branded TV spots and a national paid campaign. Our original goal was to create something worthy of attention. Instead, it became worthy of partnership.
We consider “Thermal Buzz” a success because it proved Garage Beer can transcend traditional advertising entirely. We didn’t just promote culture, we contributed to it, earning the attention of fans, media, and one of the most iconic film franchises in the world.
