XXXX Dry

XXXX Dry

Yeah Nice!

Digital, Social, OOH, Print

To deliver a campaign that introduces XXXX DRY in a disruptive manner, genuinely connecting with 18-30 year olds. The tone should be authentic and lighthearted, flipping the relaxed, idyllic portrayal of Queensland on its head, showcasing the raw, optimistic energy of embracing the modern good life with friends.

—Ask

We adopted a visual style that, while entirely computer-generated, draws inspiration from vibrant 2D collages. This approach allowed us to layer our environments purposefully, creating a raw and authentic feeling that reflects the dynamic nature of an embracing an exhilarating day.

Recognising the importance of a consistent visual anchor throughout the animation, we centered our narrative around a main character. Each individual was designed to initiate and conclude their movement in the same position as the next, facilitating seamless transitions between a variety of sports. This technique effectively transforms the narrative into one continuous modern day.

—Solution

Film

Frames

Client: Lion Co, Australia

Audio: Zelig

Year: 2020

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