White Claw
REFRSHR
How do you visualize counter culture and open a gateway for a new audience?
A highly-competitive post-COVID summer season offered the perfect moment for the brand to make a splash and “own summer.”
Since launching in 2016, White Claw has experienced monumental growth and established itself as the true category leader. But, with a flood of competitors in the category, White Claw needed to expand its portfolio into bold, unique flavors and fresh takes on classics.
White Claw® Hard Seltzer’s REFRSHR campaign promoted the launch of an innovative new summer beverage, REFRSHR™ Lemonade. The campaign illustrates innovation and reinvention, and introduced a new look and feel for White Claw, including new product, packaging and design.
Brand New School teamed up with VCCP for a creative, 30-second spot as part of the multi-platform campaign to debut a new look and feel for White Claw. The spot features three artist innovators at work, showcasing their creativity and unique approaches to their craft. Each creator was selected to demonstrate the unique way they reinvent, recreate and reimagine music, fashion and sport- in resonance with White Claw’s own reinvention of their classic craft. The spot is set to Curtis Waters’, “Stunnin’,” with a streetwear-inspired aesthetic in black and white overlayed by yellow graphics, reflecting the packaging design to a tee.
We gave our audience a taste of something unique and surprising while helping White Claw stand out among seasonal competitors as not only the reigning category leader, but a new school thinker, too.
Directors/CDs
Daniel Uribe, Scott Uyeshima
Art Director
Sebastien Camden
Designers
Justin Harder, Klopas Oei, Neil Jackson, Federico Reano, Yoon Lee
Animators
Abi Fairfax, Charles Desmarais, Eric Schnell, Felix Hemstadius, James Vogel, Peter Kearney, Sebastien Camden, Sarah Shae Werber, Seong Yeop Sim, Cameron Reyes
Producers
Chris Tuason, Kurt Kim, Theresa Lee
2D Leads
Gerald Mark Soto, Matt Yeomans
Storyboards
Will Rosado
CGI/VFX Supervisors
Billy Maloney, Blake Huber
3D Artists
Neil Jackson, Peter Kearney
Managing Partner
Devin Brook
Compositor
Alexis Jo
Editors
Andrew Polich, Eric Greenburg
Assistant Editors
Justin Childress, Luke Buckley
Lighter
Andy Kim
CCO
Jonathan Notaro
Executive Producer
Garrett Braren
Head of Production
Tita Poe
Production Coordinator
Sam Brockschmidt
Colorist
Asa Fox
General
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