Brand New School and VCCP worked together on a multi-platform campaign to introduce the refreshed look and feel for White Claw's new product. The visual language created social and digital assets across various touchpoints.
A 30-second spot features three artist innovators at work, showcasing their creativity and unique approaches to their craft. Each creator was chosen to demonstrate the unique way they reinvent, recreate, and reimagine music, fashion, and sport - in resonance with White Claw's reinvention of their classic craft. The spot is set to Curtis Waters' "Stunnin'," with a streetwear-inspired black and white aesthetic overlaid with yellow graphics, reflecting the packaging design.
Problem
How do you visualize counter culture and open a gateway for a new audience?
Insight
Those who find ways to reinvent classic craft stand out from the crowd and create truly refreshing experiences.
Solution
Showcase real world creative innovators at work.
Result
We gave our audience a taste of something unique and surprising while helping White Claw stand out as not only an established category leader, but a new school thinker, too.
Credits
- Creative DirectorsDaniel UribeScott Uyeshima
- Art DirectorSebastien Camden
- DesignersJustin HarderKlopas OeiNeil JacksonFederico ReanoYoon Lee
- AnimatorsAbi FairfaxCharles DesmaraisEric SchnellFelix HemstadiusJames VogelPeter KearneySebastien CamdenSarah Shae WerberSeong Yeop SimCameron Reyes
- 2D LeadsGerald Mark SotoMatt Yeomans
- Storyboard ArtistWill Rosado
- CG/ VFX SupervisorsBilly MaloneyBlake Huber
- 3D ArtistsNeil JacksonPeter Kearney
- CompositorAlexis Jo
- EditorsAndrew PolichEric Greenburg
- Assistant EditorsJustin ChildressLuke Buckley
- LighterAndy Kim
- ColoristAsa Fox
- Audio MixerHeard City
- CCOJonathan Notaro
- Managing PartnerDevin Brook
- Executive ProducerGarrett Braren
- Head of ProductionTita Poe
- ProducersTheresa LeeKurt KimChris Tuason
- Production CoordinatorSam Brockschmidt
- Line ProducerRobin Spears
- DoPLidia Nikonova
- 1st ADNiko Philipides
- Production DesignerChris Beltran
- Wardrobe StylistBic Owen