A sweary game that celebrates the difficulty of farming and the joy of making beer.

Jeremy Clarkson makes beer on his barley farm. It's a tough job. Good news is, the beer is easy to drink.

To celebrate Britain's fastest growing beer we made a classic 32bit style platformer. What started as an idea for a fun social post grew into a full playable game, accessible through instagram with the prize of free beer for those who made it to the end.

Every element of this game was created using AI, from the visuals, to the sound effects, the music to the animation and of course the might F bomb. I was hands on in the creation of everything.

The results of this project were very strong. Over 2 million organic social views, mentioned in 8 different news publications including Farming Life (a first for me), an estimated reach of over 21 million. Not only that the beer sold off the back of the game repaid the production costs in 2 weeks.

The game now resides in an arcade unit in the Farmer's Dog pub.