A new commercial for Coors new Silver Bullet Aluminum Pint required a lot of special attention from Framestore NY to recreate the NASA shuttle-launch environment for the new product.
The launch sequence begins, the vfx-created ice cubes tumble down to commence the final cooling and the silver pint Silver Bullet Aluminum Pint is cleared for launch. The Framestore team spent a lot of time in post getting the moment of take-off look believable and epic. The boosters fire, smoke billows from under the can, the ground shakes and we have lift-off.
“The volume of VFX in this spot was huge,” Butler said. “The surrounding environment, the bottle, the billowing smoke, the shot of the bottle traveling through space, they all took 100s of layers to render them realistically. But it was all worth it, we love the epic feeling of this spot.”
You can see the shot on Framestore’s website. Read the full release after the break.
Framestore NY Helps Coors and Draftfcb Launch New Re-Sealable Wide Mouth Bottle Silver Bullet Aluminum Pint
When Coors Lights and Draftfcb asked Framestore NY to help them tell the world about their new re-sealable wide mouth bottle Silver Bullet Aluminum Pint, they said that they wanted to launch the bottle in the truest sense of the word with a spot that features a NASA-inspired rocket launch. Framestore was up to the challenge of directing and producing a spot that would make an aluminum bottle of The World’s Most Refreshing Beer appear incredibly cold and as large as a space shuttle.
“It is always a challenge to make a beer bottle look cold and for this spot, where the bottle is the hero, we needed to use a huge amount of vfx. We added drops of water, vapor, frostiness and bits of ice,” explained Head of Flame and Director, Murray Butler. “And condensation is always a challenge to produce in vfx and animation but in this case, when you are also dealing with issues of scale, it was a real test of our skills. We had to make sure the condensation was realistic and visible enough to make the bottle look as cold as the new aluminum Coors Light bottle Silver Bullet Aluminum Pint really is, but we had to make sure the condensation was not so large that it dwarfed the can.”
The spot, which was co-directed by Butler and Framestore Head of 3D and Director, David Hulin, opens with a sunrise shot of a massive Coors Lights re-sealable wide mouth bottle Silver Bullet Aluminum Pint as it is being prepared for lift-off. The new re-sealable cap is attached to the giant bottle and we cut to a mission control scene that is crowded with technicians, desks and computer screens.
“The Mission Control scene was a lot of fun to direct but it was a real technical exercise. In reality we only had one desk and it was moved to different positions on the set, we shot each group of people individually and then composited everything in post to create a tense and busy Mission Control,” said Hulin. “When you are dealing with something as iconic as mission control we had to make sure that every detail, from the levers, radars and screens on the desktops to the graphs we projected on the wall, were as authentic as possible.”
The launch sequence begins, the vfx-created ice cubes tumble down to commence the final cooling and the silver pint Silver Bullet Aluminum Pint is cleared for launch. The Framestore team spent a lot of time in post getting the moment of take-off look believable and epic. The boosters fire, smoke billows from under the can, the ground shakes and we have lift-off.
“The volume of VFX in this spot was huge,” Butler said. “The surrounding environment, the bottle, the billowing smoke, the shot of the bottle traveling through space, they all took 100s of layers to render them realistically. But it was all worth it, we love the epic feeling of this spot.”
The final shot is of The World’s Most Refreshing Beer floating through space.
“Houston, we have refreshment.”
COORS LIGHT “LAUNCH” CREDITS
Directors: Murray Butler and David Hulin
Senior Producer: Jenn Dewey
Line Producer: Betsy Blakemore
VFX Supervisors: Ben Fox and David Mellor
Concept Artist: Callum Mckeveny
Modeling: Anthony Patti
Lead Animator: Ben Fox
Animators: Shayne Ryan
CG Supervisor: Andy Walker, David Mellor, Spencer Leuders, Neil Weatherly
Technical Director: Andy Rowan-Robinson
Lead Flame: Murray Butler
