Give a XXXX Animation

Rebranding one of the great Australian brands like XXXX is no mean feat. Thinkerbell came up with a great solution that retained the iconic brands’ visual legacy, but gave it a modern twist. It also added more refreshment appeal and versatility to the famous brand mark. They came to us for the challenge of making all this a reality for both print and motion applications going forward. The task was split into two parts, firstly the brandmark that would work in still and motion pieces, and secondly a heroic, tasty schooner of the crisp XXXX lager in animated and still forms.



In typical Electric Art fashion we opted for the best methods to have control over aspects like spritzing, spritz runs down the glass and logo and controlling the delightful rising and spillover of foam in the glass. The brief was to create a heroic schooner that didn’t follow the typical “hero glass lighting” of everyone else. Imagery that XXXX could own as a brand, retained all the aforementioned refreshment and taste enhancements, and gave more than a passing nod to some of the retro beer imagery it was founded on. Photoreal CGI beer, animated spritz and foam are not for the faint hearted but a challenge we were more than happy to take on. In the end we employed mostly photography for the still image and then replicated that in the animated versions. In the end, a lovely result that everyone was thrilled with hit the screens and billboards. Cheers!



Agency: Thinkerbell

Head Creative Tinker: Nic Buckingham

Lead Producer Tinker: Nick Livingston



Motion:

DOP : Felipe Neves

Beer Whisperer/Props/art department: Andy Cantrell

Stills shoot: Ryan Harvey