KetelOne / Drink Marvelously
By far, one of the coolest, most humor-driven campaign we have worked on so far. We had the privilege of working alongside the brilliant team at FIG New York and along our amazing partners at Jelly London to breathe life into Ketel One’s all-new worldwide campaign “Drink Marvelously”.
It is not every day that we receive scripts like these one, where the fine and clever humor is the main key, looking for that small pauses, timing and subtle expressions, working with such a loose style, as if this set of stories was created as a collection of hundreds of bar napkin drawings.
We developed a huge set of characters and backgrounds to narrate these magical stories into a set of 12 animated films, a combination of TVC’s, Social and PR films that were premiered at the Emmys, being Ketel One their main sponsor.
With such an imperfect and hand-made style the our main focus was on the acting and timings in the scenes as we wanted to communicate as much expression possible with very few and detailed movements, creating a bespoke and funcional animated universe which hopefully will become an iconic and long-running look for the brand.
What an incredibly fun project, and what a dream-team to work with. We are so proud to share this with you all and thankful to everyone who was involved in this.
Client: Ketel One US
Agency: FIG New York
Production Company: Jelly London
EP: Erika Panasci, Chris Page
LP: Kavita Dagger, Laura Thomas
Directed by Niceshit Studio
Creative Directors: Guido Lambertini, Carmen Angelillo & Rodier Kidmann
Art Director: Rodier Kidmann
Animation Director: Guido Lambertini
EP: Filipa Kinomoto
Animators: Claudio Salas, David Maliboo, Olivia Blanc, Ezequiel Cruz, Melisa Farina, Henrique Barone, Juan Huarte, Juan Nadalino, Ana Freitas, Nuria Just, Leo Campasso & Erik Righetti
Edit & Compositing: Guido Lambertini
Below you'll find lots of animations and behind the scenes from "The Journey" process, it was the most technical and ambitious of the whole campaign, where we decided to use camera movements and spinning around buildings, because why not!?
Another big and smooth camera rotation, all hand made, enjoy the process behind it :)
As part of the full set five out of the twelve spots were TVC's and are out and about in the US and Europe!
Here they are with some extras ;)
Here they are with some extras ;)
Twist & Turns
We did a few tests on this end card animation.
And so many different for this one! Which one is your favourite?
They tried hard, but these two strong men didn't make it to the final cut.
This one below is one of our favourite animations from this whole thing :)
To complete the campaign we also developed 3 x 15'' and 3 x 6'', very funny stuff!
Stairs | Clam | Reach
In order to create something "distinctive and own-able" we developed a bespoke brush in Photoshop - a"pencil-style line with all sorts of human imperfections meant to mimic a hand-drawn stroke, that varied depending on the pen inclination and pressure.
Below you'll find a vast compilation of process, work from the treatment stage and scenes that for one of other reason didn't made it to the final cut, but they are too good to not share them :)
Hope you enjoy!
It was very sad to hear that this animation wasn't going to be used by the client since it showed "drunken behaviour", which it is kind of true, they look pretty tipsy!
While working on so many animations with a vast team of animators and illustrators across the world we created a set of rules both for illustration and animation to create a seamless and unique output.
One of te challenges of the project was bestowing each character with an immediately readable attitude and personality through minimal physical characteristics, be it a moustache, wristwatch, hairstyle or hat. “Nothing too distracting or overbearing, but enough to help make a distinction, create a diverse realm of characters, and allow for endless possibility for iterations”.
You got up to here, well done! Thanks so much for watching all this and hopefully you liked it, we definitely pour a lot of love in it :)