Hybrid production studio travels inside the design of new "special edition" cans in new campaign from CommonGround.
April 30, 2014 --
Vitamin Pictures transports viewers into worlds populated by tumbling glaciers and freezing liquid in two new, fully-animated spots for Coors Light.
Conceived by Chicago agency Commonground, the commercials introduce artist-designed special edition cans available for a limited time.
The first spot, Crevice, opens with the camera traveling at hyper speed through an enormous ice canyon. A fissure opens and icy boulders begin to fall from the sky. The camera pulls back to reveal that the frozen landscape is actually the surface of the new 12-oz aluminum "Shatter" pint.
"We really liked the idea of creating a world on the other side of the paint," says Vitamin Creative Director Danny DelPurgatorio. "For Crevice, which was the first spot out of the gate, we wanted to make sure we went big in scale, visually. And because this spot was introducing consumers to the new campaign, there needed to be a bit of mystery behind it as well."
Coors Light "Crevice"
The second spot, Drip, takes the opposite approach in exploring a macro world. In this spot, red and blue liquid falls from the sky and explodes into a sea of ice crystals, before the camera pulls back to reveal the "Splash" can artwork.
"For Drip we wanted to play with defying gravity," notes DelPurgatorio. "The spot's orientation rotates as the story unfolds. We had the same team working on both spots, so the challenge here was to completely shift gears and look at everything through a much different lens, literally and figuratively. Ultimately, what made both of these spots a success was the collaborative process within Vitamin and also with our friends at Commonground."
Coors Light "Drip"
Vitamin Pictures spent two months producing the two ads. 3D Modeling was done in Z-Brush, 3D Animation in Maya, 3D VFX Houdini, Nuke Compositing.
Vitamin is located at 232 East Ohio Street, Chicago, Illinois 60611. For more information, call 312.664.6683 or visit www.vitaminpictures.tv
Agency:CommonGround, Chicago. Mark Graham, Creative Director; Nan Zhao, Associate Creative Director; Austin Arnold, Associate Art Director; Audrey Wojtonik, Producer.
Production: Vitamin. Danny DelPurgatorio, Creative Director; Larissa Berringer, Executive Producer; Sam Gierasimczuk, Designer / 3D Generalist; Michael Siegel, Designer / 3D Generalist; James Levy, Designer; Morgan James, Designer; Sebastian Larroude, Designer;Marco Iozzi, Designer; Drew Parks, 3D Modeling ; John Cook , 3D Lighting; Santosh Sailesh, 3D VFX Artist; Tim Sepulveda , Technical Director / Compositing; Chris Beers, Compositing; Lauryn Grimando, Associate Producer; Todd Beyer, Sound Design; Michael Mason, Audio Engineer