I hesitated to write this review. Not because the piece under review isn’t worthy, it certainly is. But as part of a marketing campaign, it stands as more of a piece of quality branded content than a true piece of documentary film.
That said, Up There is a fascinating portrait of the men who paint the urban landscape.
Created by advertising/marketing agency Mother and production company Mekanism, Up There tells the story of a group of artists tasked with adorning the buildings of New York with branded “art,” which in this case means lovingly-rendered glasses of Stella Artois beer.
Countless millions have walked the concrete underneath the exact kind of art and artistry seen in Up There. The fact that the cost and ease of installing vinyl panels nearly eliminated the very business these men are in is in itself fascinating. Up There does a great job of delivering the passion these people have for the work they do, and the simply-effective camerawork and beautiful music (by The Album Leaf) paint (no pun intended) a detailed picture of their artwork.
Directed by Matt Murray, Up There is a great way to spend 12 minutes and change. But it might leave you thirsty for a beer afterward.
you feel conflicted about writing the review because you feel it’s less of a “film” because it includes a recognizable brand? or because it’s produced by a marketing firm? or both?
i feel like these guys are like the steinbeckian interpretation of most creatives in the advertising world. maybe that’s where it kind of rings hollow for you, too. . .we’ve talked before about ad people patting themselves on the back, but this feels a little different.
i liked it. but the sweetness and melancholy attached to the film is slightly diminished by knowing where it came from.
Like or Dislike:
0 
0
I’d say it’s a bit of both, but more the “film as marketing tool” aspect. Which sounds strange, as that’s a big part of the type of filmmaking I do, and I have no issues at all with films as marketing content. But from a “should I review this film for the blog” standpoint, it was a tough call…