One of the 3 videos created for Powerade, via Wknhrs, an agency in Los Angeles, US and pulled out thanks to the help of my dear friends at Tactyc with the intention of bringing awareness of the fact that the new product formula has 50% more electrolytes and "That's Mad!". They wanted something punchy, full of energy with underground vibes and a huge contrast.
The idea I presented was "It's time for madness" and it was based on their core concept and positioning "From the underestimated to the undeniable". So I thought, what if a normal scene, with nothing special, in a dark environment comes to life when the new formula and all those electrolytes transform a shot, a hit, a score into something mad and bright, full of energy and flavour? This way, instead of explaining what means "50% electrolytes", we simply show it as more scores, more wins, more energy, more light in the darkness, more magic, more madness.
STORYBOARD
STYLEFRAMES
REFERENCES
In order to create more contrast between the dark room and the light coming from the balls, it was clear to me that we needed this type of lighting and elements.
In order to create more contrast between the dark room and the light coming from the balls, it was clear to me that we needed this type of lighting and elements.
MAKING OF
This was created using Cinema 4D and Houdini, and rendering in Redshift. Getting so many lights in the scene, each for each ball was challenging, specially considering the tight deadline.
This was created using Cinema 4D and Houdini, and rendering in Redshift. Getting so many lights in the scene, each for each ball was challenging, specially considering the tight deadline.
