After a successful pitch win, Carlsberg briefed us to create a digital and social campaign based on their latest TV ad and brand position — "That Calls For A Carlsberg". We created an immersive YouTube takeover, in which the astronaut breaks the fourth wall as the entire page breaks up in zero gravity.
To get the exact shots, timings and acting nuances needed to sell the effect, I commissioned Kettle Studio to recreate the astronaut entirely in CGI. This was then composited into a fake, animated YouTube page and underscored with subtle sound design.
We also delivered Facebook apps for this TV campaign and its follow-up — "Everest" — as well as display ads and an app to explore Carlsberg's heritage.
"An amazing job extending our Carlsberg brand idea into the digital realm, with a campaign that brings the fun and humour of 'That calls for a Carlsberg' to life."
David Robertson — Vice-President of Marketing Activation, Carlsberg
My role: Creative director, writer, art director, additional 2D compositing
3D artists: Jules Stevenson, Matt Morris, Alex Dorman @ Kettle Studios
2D animator, compositor: Andy DeVries @ Mighty Elk
Sound design: Al Dobson