Greene King - Brand New Beers, Centuries In The Making

Greene King - Brand New Beers, Centuries In The Making

Definitely the craziest thing I've ever done in camera. It’s a replacement animation using 355 unique laser-cut cans. Behind the scenes + reading material here: https://ift.tt/uIkiB0v We wanted to show the heritage and expertise that goes into this craft beer, so we set out to combine traditional craft with modern technology. We came up with the idea to turn the beer can into a 360° projector, so legends can burst out of it - but pulling that off turned out to be a mind boggling challenge! We started with hand animating the sequence. Then the images got translated to metal sheets by algorithms, and the result of that is laser cut and rolled into 355 unique cans, each containing one frame of the film. We then placed an LED inside, but to have sharp enough shadows on the walls, we had to use the smallest light possible. It also had to shine in every direction, so we made this motorised system - like a small lighthouse - that sweeps the can surface. Taking a long exposure of that creates the effect. To make it look right, we had to be really precise with our calculations. The position of the light source and the camera sensor, even the dimensions of the set play a huge part in creating the illusion. It was a really exciting process, especially because all of the work was quite invisible until we put it all together and turned the light on. And once we started cutting the cans, there was no turning back. Even if it's all done for real, it's stays quite intangible and ghostly, just like the legends it tries to evoke. When we started out, everybody told us this was impossible, and truth be told, sometimes it did feel like fighting the laws of the universe. Agency: House 337 Creative Director: Steve Hawthorne Art Director: Pete Ioulianou Copy Writer: Ollie Agius Head of Strategy: Laura Sammarco Account Management:: Rich Williams & Kelly Mahon Agency Producer: Henry Davies Production Company: Blinkink Director: Balázs Simon Executive Producer: Bart Yates Exectutive Producer: Josef Byrne Head of Production: Alex Halley Producer: Sami Goddard Graphic Design: Tobias Hall Storyboard Artist: Mysie Pereira Laser Cutting: Laser Cut Works Studio Manager: Daisy Garside DOP: Max Halstead Gaffer: Elliot Beach Stop Motion Animators: Andy Biddle @andyrbiddle & Tobias Fouracre @tobiasfouracre, Chris Ullens Can Fabrication & Rigging: Andy Spradbery Set Build: Mattes and Minitures, Leigh Took, Lauren Took, Richard Grant & Mitch Barnes Animation Lead: Reg Issac Animators: Yagizhan Misirli & Andrew Clarke Clean Up Supervisor: Katherine Spangenberg Clean Up Artists: Dylan Wilson, Sameera Joshi, Kat Michaelides, Jack Zhang Post House: GYAR Grade: Kai Van Beers Music: Major Tom Sound: Dugal Macdiarmid Shot at Clapham Road Studios