A Legend Reborn… Fear It While It’s Here.
THE BREWMASTER’S CURE:
Deep in Northern Michigan, a mad brew scientist at Short’s Brewing tries to cure a Dogman infection with a non-alcoholic potion. When his plan backfires, one employee’s transformation sets off a night of horror, recovery, and redemption.
Doghouse World Premiere
October 25, 2025 • Short’s Brewing Pub – Bellaire, Michigan
We wanted something grounded in reality, yet fantastical enough to pay homage to Michigan’s favorite legend: The Dogman. One brewer, one employee, one night — but completely unhinged. This myth is old. The brewery is new, 21 years to be exact…
So we merged them. What happens when mad science meets primal howl? That’s Doghouse. And doing it inside Short’s Brewing, with Joe Short himself as the man beside the catacombs of fermentation, felt inevitable.
Director Statement
Michigan’s favorite legend just got a brand new origin story.
After almost a year of storytelling, production, and collaboration, our new short film DOGHOUSE is officially live! Shot in Northern Michigan with Short’s Brewing Company, it reimagines the Michigan Dogman legend through the lens of craft beer, community, and chaos.
We teamed up with Short’s because they embody the same fearless creativity and Michigan spirit that defines Fear Michigan — never afraid to get a little weird in the name of great storytelling.
What started as a joke — “what if the Dogman worked at Michigan’s best brewery?” — turned into a full-blown cinematic experiment in folklore and branded storytelling.
Leading up to the release, we ran an ARG campaign that blurred fiction and reality — hyping up Dogman sightings across Michigan and sending the investigation straight back to Short’s Brewing. The rollout sparked nearly 2 million organic views across Instagram and TikTok and brought this local legend roaring back to life.
Fear Michigan was built to reimagine Michigan’s forgotten folklore as a living, breathing cinematic universe — uniting filmmakers, musicians, and local brands through storytelling that blurs the line between myth and reality.
Now that the signal has been broadcast… this is just the beginning.
The Brewmaster’s experiment continues…
Stay informed. Stay afraid.
DOGHOUSE BTS:
WAY STEADY PRODUCTIONS x AEGIS TOTAL MANAGEMENT
