DOS EQUIS
Luna Rising
Dos Equis is a fun loving Mexican beer that encourages its drinkers to let loose and see where the night’s adventures take them! So when the Havas New York team approached Taylor James to create four Cinemagraphs that embody the spirit of drinking Dos Equis, we said, ARRIBA! For their 2015 Luna Rising campaign we pushed the boundaries of cinemagraphs and explored the world of dusk to night transitions. These exciting images will be shared across Instagram, Twitter and Facebook. As the moon rises, so do the possibilities…
Pre production | concept
This project was all about finding the most suitable stock material to fit the brief. Before cementing ideas with the creative team, we pushed our stock search to see what imagery we could use as a base to work from. Right from the onset we knew that these ideas were going to require a blend of stock, product and talent photography which we could then blend seamlessly together with captured motion elements and VFX post production. Keen foresight into the whole production (from concept to final delivery) really helped us to define which elements would work in each of the scenarios.
Working within the confines of an extremely tight schedule posed significant challenges for production and required the kind of military precision even the army would be proud of. Taylor James worked closely with the agency to coordinate a wide range of props, wardrobe and set styling. Intense pre-planning and preparation prior to the shoot day ensured that we hit the ground running and were able to capture all of the material needed for each of the four shots in one day!
Shoot Production | behind the scenes
From floating trays, to projected fireworks and a never-ending beer pour, Taylor James loves a creative challenge. Each of the cinemagraphs required specialist attention and one of our biggest challenges on set was to create a beautifully fluid, motion flow of the beer. We were able to rig the bottle to ensure it’s position was locked off to the camera, while a nifty hole in the bottom of the pint glass provided an exit point to prevent overflow and a consistent level of golden liquid inside the glass.
Post Production | retouch & vfx
Retouch and Motion worked closely together to combine HD footage, stock imagery and photography captured on set. HD stills were taken from the footage and worked up in retouch before handing over the files to our VFX compositors. The Photoshop layers were then imported into After Effects and combined with rotoscoped footage, allowing us to isolate motion within particular areas of each scene. Complex motion tracking techniques were used to snap color corrections to the products ensuring we matched strict branding guidelines and final touches were added to each of the cinemagraphs in the form of special effects created by our talented artists.