About the project

Developing the idea behind the TV and cinema campaign for digital. This installment takes the viewer on a journey through 5 film genres in 5 unique locations, where the main character is always a can of Pepsi. It opens with a hand – a reference to the paw of the monster from the TV spot – stylized under different film genres: action, costume, horror with zombies, fantasy or sci-fi. Videos promoting the campaign on TV and online used a distinctive graphic element in the form of the Monster’s hand reaching for Pepsi cans. The “paws” animation was also used in a unique 3D OOH format that went to the roof of the Marriott Hotel in downtown Warsaw.

Challenge

5 film genres. 5 unique locations. 1 shooting day. Plus limited time for post – production preventing the use of green screen. The only solution was to realize all the effects in-camera. We decided to combine old-school camera tricks with the latest virtul studio technology. Zombie’s finger falls off when he opens a can of Pepsi? There is no time for 3D modeling. We are therefore launching a casting call for an actor without an index finger. We found the best candidates on the carpenters forum! 🙂 This and other patents enabled us to complete the project on schedule.

Credits

Agency: Sips & Bites
Director: Wojtek Jeżowski
DOP: Kacper Fertacz
Set Designer: Andrzej Brewinski
Costumes: Sophie Kula
Post-production & sound studio: Black Rabbit

Bonus

Videos promoting the campaign on TV and online used a distinctive graphic element in the form of the Monster’s hand reaching for Pepsi cans. The “paws” animation was also used in a unique 3D OOH format that went to the roof of the Marriott Hotel in downtown Warsaw. The campaign includes a 3D spot featuring the main character of the “It’s Movie Time” ads. All we see are his hands, with which he tries to grab Pepsi cans, flipping cans of the beverage between screens. Finally, he extends his hand directly toward the audience. He grabs the product and takes it off the screen. The use of anamorphic 3D makes the hero’s paws and Pepsi cans appear three-dimensional. They extend beyond the edges of the screen, attracting the attention of passersby in the very center of Warsaw. Agnieszka Godlewska, president of Screen Network, commented in Virtual Media: “Three-dimensional ads are electrifying audiences around the world. By delighting not only passersby, but also online audiences, they naturally increase the campaign’s reach. The corner screen at the Marriott Hotel is the only medium in Poland to achieve a three-dimensional effect. Its total surface area is as much as 280m2, which, combined with perfect color reproduction and high resolution, makes it possible to show the smallest details of a carefully prepared animation.”