We were delighted to once again collaborate with Believe Media director Rory Kelleher on this campaign for Coors Light. A tongue in cheek look at their can-manufacturing process and the time they spend improving it, "Scientist" is hyperbolic through and through. If they put this much effort in creating their cans, imagine what their kegs must be like!
Rather like the Armadillo chocolate bar of old, Coors Light is smooth on the inside and refreshing on the outside. Indeed, this isn't any old can, this is the "world's most refreshing can"! Which means out with Jean-Claude van Damme and in with awesome robots.
With Rory's reputation for breathtaking animation and visual design, we set about creating a world of fantastic robots -- concepted by renowned designer Marc Gabbana -- for the "frost brew liner", "cold activated mountains" and "double -vented wide mouth".
It's fair to say that the 3D team knocked it out the park with extraordinary attention to detail including screws, nuts, bolts, animating mechanics, pistons, dynamic cables and control panels. A team of animators -- having studied robotics in the car-manufacturing industry -- then rigged the machines to recreate their sophisticated inverse kinematics. All this of course needs careful compositing by our 2D team to bring together all the disparate elements to create a seamless photo-realistic world and some awesome info-graphics.
All this hard work results in not only the world's most refreshing can, but the world's most awesome scientist's lair.
Now, if only we could speak like him too.