Hybrid
production studio travels inside the design of new “special edition” cans in
new campaign from CommonGround.

CHICAGO— Vitamin Pictures
transports viewers into worlds populated by tumbling glaciers and freezing liquid in two new,
fully-animated spots for Coors Light.

Conceived by Chicago agency Commonground, the commercials
introduce artist-designed special edition cans available for a limited time.

The first spot, Crevice, opens with
the camera traveling at hyper speed through an enormous ice canyon. A fissure
opens and icy boulders begin to fall from the sky. The camera pulls back to
reveal that the frozen landscape is actually the surface of the new 12-oz
aluminum “Shatter” pint.

“We really liked the idea of creating a world on the other
side of the paint,” says Vitamin Creative Director Danny DelPurgatorio. “For Crevice, which was the first spot out of the gate, we wanted to
make sure we went big in scale, visually. And because this spot was introducing
consumers to the new campaign, there needed to be a bit of mystery behind it as
well.” 

The second spot, Drip,
takes the opposite approach in exploring a macro world.  In this spot, red and blue liquid falls from the sky and explodes into a
sea of ice crystals, before the camera pulls back to reveal the “Splash” can
artwork. 

“For Drip we
wanted to play with defying gravity,” notes DelPurgatorio. “The
spot’s orientation rotates as the story unfolds.  We had the same team working on both spots,
so the challenge here was to completely shift gears and look at everything
through a much different lens, literally and figuratively.  Ultimately, what made both of these spots a
success was the collaborative process within Vitamin and also with our friends
at Commonground.”

Vitamin Pictures spent two months producing the two ads. 3D
Modeling was done in Z-Brush, 3D Animation in Maya, 3D VFX Houdini, Nuke
Compositing.

Vitamin is
located at 232 East Ohio Street, Chicago, Illinois 60611. For more information,
call 312.664.6683 or visit www.vitaminpictures.tv

Credits

Client:             Coors Light

Agency:          CommonGround, Chicago.  Mark Graham, Creative Director; Nan Zhao, Associate
Creative Director; Austin Arnold, Associate Art Director; Audrey Wojtonik, Producer.

Production:     Vitamin. Danny DelPurgatorio, Creative Director; Larissa Berringer, Executive
Producer; Sam Gierasimczuk, Designer / 3D Generalist; Michael Siegel, Designer
/ 3D Generalist; James Levy, Designer; Morgan James, Designer; Sebastian
Larroude, Designer;Marco Iozzi, Designer; Drew Parks, 3D Modeling ; John
Cook , 3D Lighting; Santosh Sailesh, 3D VFX Artist; Tim Sepulveda , Technical
Director / Compositing; Chris Beers, Compositing; Lauryn Grimando, Associate
Producer; Todd Beyer, Sound Design; Michael Mason, Audio Engineer