ABOUT

THE BRIEF
How do you beat the production of Heineken’s largest ever new product launch? You produce a reboot that is triple the scale, in half the time! The challenge was to create a 30 second fully animated TVC alongside digital and print posters, which present the Strongbow archer evolving out of a tumultuous cloud formation before shooting a lightning bolt into a glass of Strongbow Cloudy Apple cider, activating the contents. This intensifying animation was to build on the original Cloudy Apple campaign, with a new perspective built around the strap line ‘Aim High.’

THE SOLUTION
With 30 seconds of narrative to create, we required a full production process from storyboard animatics through to shot design, animation, cloud FX generation, lighting and lightning design. We worked closely with St Luke’s director Sye Allen to combine dramatic close ups with more interesting camera moves, adding dynamism to the film. The change in motion and scale allowed cues for the sound design, helping build intensity within the film, while the dramatic lighting was enhanced to push the contrast further as the archer grows and becomes more defined. The tight crops brought a whole new level of complexity to the cloud simulations and the CG glass scene with its inner storm of effervescent bubbles brought a suitably dramatic impact to Strongbow’s Cloudy Apple.