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Thatchers, a brand rooted in traditional apple cider, was seeing a shift in behaviour. Younger drinkers were opting for fruitier, sweeter ciders, over traditional apple. So Thatchers crafted an apple cider to match this new taste preference. For the launch of Thatchers Juicy Apple, we made a film that looks and feels as juicy as the cider – as if watching it is a taste test.

The idea revolves around constant flow. Instead of cutting between scenes, we designed every transition to glide — Pint into orchard, sunshine into cider, cider into condensation — like one continuous, refreshing sip. Each transformation was meticulously storyboarded, with 2D animation layered into 3D space and choreographed camera moves creating the feeling of a single uninterrupted journey.

To bring the product directly into the bright animation we’d created, we blended a real pint into our flat-graphic story. Through careful lighting and compositing, the live-action cider settles seamlessly into the sunshine-soaked landscape.

The result is a joyful brand world that went beyond launching Juicy Apple. The campaign now forms the visual identity for the brand’s ongoing communications.
The sweetest part? It scored a 5/5 in System1 research, and record sales made Juicy Apple Thatchers’ biggest ever cider launch.