Elevating our animation process for Brewdog’s Planet Pale

This project we knew was aimed primarily at draught drinkers and for use in the BrewDog Bars. In the early storyboarding phase, we were thinking about how to grab visual attention in a bar setting. Designer Ryan Knight recalls, "Two things instantly came to mind; bright colours, and snappy transitions."

This is where the video sets itself apart from the prior series, where before scenes would blend into each other and have complex transitions. Here we made use of hard cuts - jumping from vibrant colour to colour, grabbing the eye even in a crowded bar. We used “Juicy” shots frequently, for example, the falling cans shot at the start, a visually pleasing gradient, next to 2 other pleasing gradients, then repeating cans floating in this space, all graded to look bright and mouthwatering. Even the grade on the in-bar shots was done to darken the bar and make it look like a traditional pub, making the liquid vibrant and mouthwatering.

We did a two-day shoot on location of the BrewDog bar atmosphere, capturing the context and textures of the beer pours from the tap.