The new 360° video for Lipton's "Magnificent Matcha" tea launch takes you inside the cup. The 360° experience was a creative collaboration between Carrot Creative (the Vice digital agency), The Colony VR and Afterparty VFX.
SPW Credits
Client: Lipton
Agency: Carrot Creative
Creative Director: Harun Zankel, Senior Art Director: Chris Fidler, Senior Copywriter: Jessica Lee, Senior Strategist: Berles Desire, Associate Strategist: Sean Aaron, Illustrator: Claire Cianca, Junior Designer: Dustin Dahlman, Senior Producer: Chris Stoddard, Associate Producer: Talia Nutting, Account Director: Katie Hepler, Senior Account Executive: Chiara Bianchini
Production company: The Colony VR
Producer: Micah Ross, Creative Directors: Andreas Berner, David Gaddie, Director of Photography: Andrew Pulaski, Previz: Rolo Ledesma
VFX: Afterparty
VFX Supervisor / CG Lead: Elias Saliba, Compositors: Artur Elson, Patrick O'Keeffe, Ari Reisner, Hyunsu Kayla Yang, 3D Modeling: Zachary Saltzman, Simulation: Marcelo Cermak, Animation and FX: Santosh Sailesh, Mark reynolds, Lighting and Rendering: Kevin Lu, Wisnu Hanapie, Color Grade: Jordan Lister, 2D Designer: Jordan Lister, Will Pittas
Go RVing, Explore Commercial Productions and Director Jeremy Pinckert Don’t Want You to Go There in a Hotel!
"Hotel Hassle" directed by Jeremy Pinckert.
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
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"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
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