The Tank
Culture partnered with The Tank Brewing Co. to give Miami’s beloved local brewery a voice as bold and real as the city itself. The resulting platform, “Unfilter Miami,” redefined The Tank as a cultural symbol of authenticity, celebrating the raw, unpolished energy of everyday Miami. The result was a brand that didn’t just sell beer — it embodied the spirit of Miami from the inside out.
Date
Oct 2025
Role
Brand Platform, Manifesto, Campaign
The Challenge
The Tank Brewing Co. didn’t need to find itself. It already knew who it was — it just needed to be heard.
Based in Miami’s industrial core, The Tank had built a loyal local following, but its brand lacked the voice and clarity to match its spirit. The challenge was to turn a great brewery into a cultural statement. A brand that could own its city not through polish or posture, but through authenticity.
The Insight
Miami is often portrayed as glossy and filtered — all neon lights, palm trees, and social-media perfection. But the real Miami is louder, grittier, and more human. It’s sweat, slang, cafecitos, and contradictions.
The truth is that Miami doesn’t need filters. It needs honesty. And that’s exactly what The Tank stands for.
Strategy
Culture Create partnered with The Tank to define a voice that felt unapologetically local and real. The work began with a deep dive into the brand’s roots — its people, its community, its sound.
From there, the team developed Unfilter Miami: a manifesto and platform that turned The Tank into a mirror of the city itself. The goal wasn’t to sell beer. It was to articulate an attitude — one that celebrates Miami’s raw energy, its creative chaos, and its sense of pride from the inside out.
We dont filter, we live it.
The Answer
At the heart of the campaign sits a simple manifesto that captures The Tank’s spirit in one line:
“We don’t filter life. We live it.”
The line became both a statement of purpose and a creative engine — guiding tone, visuals, and every expression of the brand.
The campaign stripped away the aesthetic gloss typical of beer advertising and replaced it with documentary-style imagery, textured typography, and honest storytelling. Each piece reflected the tension and beauty of the real Miami — from cafecitos in 90-degree weather to the uncles yelling over dominoes next to a Tesla.
“Unfilter Miami is about perspective,” said Jampi Miró, Partner at Culture. “It’s Miami seen from inside the city, not from the outside looking in.”
Execution
• Brand Platform: Development of Unfilter Miami as a long-term brand movement and manifesto.
• Visual Identity & Voice: Creation of a consistent tone and verbal system that defines how The Tank speaks, from packaging to partnerships.
• Campaign Rollout: Citywide launch through local collaborations, social storytelling, and on-the-ground activations connecting directly with Miami’s creative community.
• Film & Photography: A cinematic series capturing the city’s texture, contradictions, and everyday energy — unfiltered and alive.
Once the visual system was in place, our job was to give it a pulse, a consistent voice that could guide everything The Tank says and does from now on.”
Raúl Cosculluela, Partner at Culture.