BrewDog Black Heart

A video advertisement that takes on redefining our perception of stout

Video of an Animated Advertisement for BrewDog using rich golds and browns

Overview

To launch their first-ever headliner stout, we worked with the team at BrewDog to create an animation that played with the idea of why a new stout could be better than the famous black stuff you usually drink. The tagline for their campaign was: It wasn't created in 1759, but what if it's better?

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"Shoreditch Design Studio picked up a pretty demanding project and ran with it from the get-go. Their creative flair, astute project management and vision brought our ideas to life in a super-tight time frame at a really competitive cost."

Daniel Jones
|
Brewdog Brand Manager
5-Stars

Our design thinking

To expand on this, we thought of all the ways we have progressed since 1759 in food, hygiene and everything else. It doesn't take too much research to see that life back then, while nostalgic in the imagination, was pretty grim. We got to work writing a script and storyboard where, the main crux of the video is the contrast between the year the world's most famous stout was created and the modern era in which BrewDog's Black Heart was created. We came up with a few things in the animation to illustrate this and contrasted it with Black Heart: shiny, new and tasty. This was the first project where we created the can and glass entirely in CGI - this gave us complete control and a perfect finish. We also used kinetic type to show that Black Heart is a stout made in and for this century.

Finished product

The videos we produced for Black Heart align with the style we have set out through the Alcohol-Free range videos, limited colour palette, block colours, and a focus on clear and crisp footage of the product. The videos are being used as a part of the broader campaign for the beer, where Brewdog has been doing blind taste tests against Guinness, taking it on tour in Ireland and other fun and controversial marketing.

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