BEN RUBY
DESIGN
Moosehead
Moosehead is one of those iconic Canadian brands I’d always wanted to work on. It was our family beer of choice and had a strong brand presence at every summer bar job I had. Prior to the pandemic Moosehead shot a series of spots centered around gathering which wouldn't resonate during a lockdown. We needed a creative pivot, still obligated to the purchased media placements.
Versionability was a key factor so we to created a system flexible enough for different messaging across different product skus. The immediate was for new product images, uniting the Moosehead family under one look and feel. Under a lockdown 3D asset creation became a much easier process to collaborate and lent itself well to being enhanced through graphic or motion design.
Layout & Animation
Constructivists created a visual language out of forms that can be drawn with utilitarian instruments like compasses and rulers. They frequently had diagonal elements, drawing the eye inward towards the subject. The resulting work was extremely dramatic, containing layered images coupled with powerful type treatments. It was designed, above all, for impact.
With such tight project constraints this design philosophy allowed for rapid asset creation and paired well with 3D product photography. Sticking to the grid system allowed for easy version-ability, with product sku’s being differentiated by brand colour. Motion graphic treatments brought everything together, uniting the composition through animation.
Pre-Roll
The pre-roll spots featuring Lager, Light, Radler and Cracked Canoe supplemented the graphic direction by showcasing that liquid gold. Each product is contextualized in an environment through audio and visual cues, associating it with a particular moment while still strongly showcasing can and content.
We planned for the shoot by creating animatics of the shot list. Ensuring that timing fit and having a clear reference for the shoot allowed us to operate efficiently with a limited crew. Each spot featured two shoots; a zoomed in probe shot, knitted with VFX to a product shot in one seamless camera movement.
Digital
The targeting strategy was divided into three phases; Awareness, Consideration, and Action. Along with the regional nuances to beer marketing and the unique ad mix there was a need for hundreds of unique messages and sizes across all product sku’s in order to create personalized consumer journeys ranging from brand forward creative to detailed offers driving to action.
The creative was deployed with this longevity in mind, weaving together functional footage that showcased the product along with the newly created layouts and animations. The social carousel units pushed the capabilities of the platform by smart transitions to create a seemingly interactive experience using all aspects of the design system.
^ MOOSEHEAD - Integrated Campaign