Following the launch of James Boag’s PURE in cinema and television, Lion Nathan and Publicis Mojo Sydney have launched a new print campaign for the latest edition to the James Boag’s trademark.

Focusing on James Boag’s PURE’s Tasmanian ingredients – hops, barley and yeast – the creative aims to highlight the beer’s recipe in a creative way.  

Shot by award-winning UK photographer Dan Tobin Smith, each execution was captured as a dramatic blast, with the aim to make each image impossible to replicate – paying tribute to the campaign's overall idea of ‘From The Only Place It’s Possible.’

To achieve the desired effect and portray the various ingredients in detail, Mojo and Smith constructed a room of pure light, allowing each and every fibre and grain to be caught at high speed.