Keurig knew that they needed an eye-catching introduction for the launch of their new Kold beverage maker. So they tapped Brand New School and agency Havas to create a fast-paced, mixed-media montage of what it feels like to experience the Keurig Kold and its line of beverages. Featuring an exclusive partnership with Coca-Cola, the Kold allows consumers to create their own sodas and other soft drinks at home through the use of the iconic Keurig K-Cups.
The Brand New School team found beauty in the fractured icy textures, and captured it using gorgeous macro shots, as well as stunning slow motion and stop motion visuals. Taking cues from the bold colors of Pop art, the designers incorporated the Coca-Cola, Sprite, Dr. Pepper, and other logos of available flavors into the aesthetic language of the spots. The team also found inspiration in installation art, which included filling a 50 foot photobubble with balloons and detonating an explosive in an oversized ice cube.