From the release:
Perivale Brewery, the modern microbrewery based on Horsenden Farm in Ealing, West London, has launched a new animated film to celebrate the fact that its products will now be sold in cans rather than bottles. The promo, named “Perivale – Canning Soon”, was created by animation studio This Thing of Ours.
Customers were invited to upload a description of what they were picturing as they enjoyed a Perivale beer, with contributions including “Diving into a paddling pool full of oranges”, and “Chocolate ice cream with huge muscles” and “Spiky crystal blackberries”.
This Thing of Ours then turned these comments into frame-by-frame animations, each one describing the beer’s flavor visually.
Alex Robinson, Director, This Thing of Ours: “The spark of inspiration for this film came from a scene in Pixar’s ‘Ratatouille’ – the one where Remy the rat is tasting his ingredients. As he eats, the animators visualized what he was tasting in simple graphics that popped up next to him. We thought it would be fun to try something similar with Perivale’s own community.
“Working with This Thing of Ours’ talented Jacob Reidy, we designed a unique visual for each flavor and in the usual TTOO fashion we made life 10 times more difficult for ourselves with the process, and took it out of the computer.
“Working with This Thing of Ours’ talented Jacob Reidy, we created a looping animation for each flavor, using traditional frame-by-frame animation, in a liquid motion style.
“Once we were happy with the visual representation of each flavor, we had each frame printed onto a label. Every label was lovingly and painstakingly stuck onto around 400 bottles of craft beer from the Perivale Brewery and shot frame by frame.
“The film also includes original music written by brewery co-owner Christian Perrins, along with Mike Siddell, Perivale’s head brewer and violinist for artists like Mumford & Sons and Dev Hynes. The track represents five different personalities which all combine at the end, and includes ‘found sounds’ recorded at the brewery itself.”
Watch the behind-the-scenes video:
Client: Perivale Brewery
Production: This Thing of Ours
Producer: Mike Petricevic
Director: Alex Robinson
Assistant director/designer/animator: Jacob Reidy
Photography: Chris Stevens
Music: Christian Perrins, Mike Siddell
Sound Design and Mix: Howard Whiddett
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