Creatives in Craft Beer with Trevor Carmick of Beer Labels in Motion

I first came across Trevor through his blog, Beer Labels in Motion. Through a careful eye and years of practice, he has taken his love of beer and put his own spin on it. Here’s a short interview with him:


Who are you? What do you do?

I’m currently working at Harvard Kennedy School of Government as a Media Technician. My background is video production in a post-production position. When I’m not at my day job, I also own a video production company with a friend called Wow Signal Media. And of course when I’m not doing either of those two jobs, I’m probably animating some beer labels!

What draws you to craft beer?

My old answer to this question would have been that craft beer is so unique and stands to prove that beer can be much more than Bud Light. But now I’d say my answer is the beer community draws me to craft beer. Everyone is really friendly towards each other and I admire how breweries collaborate and help one another. The craft beer scene has become so wildly popular that I don’t consider it a niche anymore.

How does craft beer inspire you?

Craft beer provides me the canvas to work with animating beer labels. 


Why animate beer labels?

Why not animate beer labels? I love craft beer so it made sense to take the labels and animate them. So many craft beer labels are creative and unique. There’s a reason why many breweries and artists join forces; both are creative outlets and compliment each other. 

How do you approach a new label?

I start by looking at the overall action in the label. Is there a central figure to animate or is it mostly text based? Or maybe the label is something like Magic Hat #9, where it’s all abstract design based. I also take time to think about where the animation loop point will be. Will it require an object to be moving through the frame or can it be moving while I place. 

What has been your most challenging project and how did you overcome the challenge?


Every project has its challenges but I think the most challenging project to-date has been Slumbrew’s Porter Square Porter. The label for that beer mimics a piece of artwork outside the subway T station in Cambridge. The kites slowly rotate around and flip as the breeze rotates them around the pole. I knew that in order to accomplish replicating that movement on the label that I’d need to create the kite sculpture as a 3D object. I watched some Blender tutorials and taught myself (very crudely) how to design and then color a 3D object. I was very pleased with the final look. But I haven’t touched anything 3D in Blender since then!


If you could work with one brewery, who would it be and why?

I’ve either already worked with some of my favorites or animated labels on my own time for them. If there’s one brewery I’d love to be in contact with it’s Great Lakes Brewing Company in Ohio. They were my first craft beer experience back in college and they will always hold a special place in my heart. 

What was the beer that started you down this craft beer rabbit hole?

Great Lakes Brewing Company’s Fitzgerald Porter. That beer is the definition of a perfect Porter in my mind. It was a stark contrast from the “Nasty Naddy" (Natural Light) that everyone drank at Ohio University.


What are you drinking right now?

Our local brewery Night Shift is killing it in the beer scene around here. Their rotating Morph IPA changes each two weeks and somehow gets better every variation. Plus, unlike some other local breweries, Night Shift excels at styles other than IPAs which helps keep things interesting. I’m not saying I don’t care for New England IPAs but the style is definitely becoming old here in the Boston area. 


What do you wish you were drinking right now?

A Heady Topper by The Alchemist. That beer never gets old for me.

Make sure you check out more of Trevor’s amazing work here: