Overview
For our latest installation of BrewDog work, the brief was to create a promo for Planet Pale. We took this project as a chance to experiment with how 3D rendering could complement real footage of the product. As this was the second time we rendered the cans using 3D, the technique and workflow improved and the results were even better than the first. It felt like it opened a new door to what could be possible within our usual workflow.
"In the early storyboarding, I was thinking a lot about how to grab visual attention in a bar setting. I thought of 2 things; bright colours, and snappy transitions."
Our design thinking
This project we knew was aimed primarily at draught drinkers and for use in the BrewDog Bars. In the early storyboarding phase, we were thinking about how to grab visual attention in a bar setting. Designer Ryan Knight recalls, "Two things instantly came to mind; bright colours, and snappy transitions."
This is where the video sets itself apart from the prior series, where before scenes would blend into each other and have complex transitions. Here we made use of hard cuts - jumping from vibrant colour to colour, grabbing the eye even in a crowded bar. We used “Juicy” shots frequently, for example, the falling cans shot at the start, a visually pleasing gradient, next to 2 other pleasing gradients, then repeating cans floating in this space, all graded to look bright and mouthwatering. Even the grade on the in-bar shots was done to darken the bar and make it look like a traditional pub, making the liquid vibrant and mouthwatering.
We did a two-day shoot on location of the BrewDog bar atmosphere, capturing the context and textures of the beer pours from the tap.
Finished product
The finished result is an elevation from our previous BrewDog work. The combination of processes and use of CGI cans and elements helped push the content forward into the current possibilities in the animation world. Thanks to the new workflow and use of 3D rendered cans, the complete range of visually appealing shots is done with easier production, lower render time and smaller file sizes. The final video stands out in a bar and grabs the eye with its juicy colours and mouth-watering shots.
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