01/01/09 - Carmichael Lynch and Gasket Studios collaborated on a two year, four spot integrated campaign for Korbel California Champagn, the #1 selling ‘methode champenoise’ champagne in the United States. Korbel wanted a campaign that would appeal to armchair foodies and those that like to entertain in the home. The campaign had to have year-round appeal, but with a special sparkle and push for the champagne filled night of New Year’s Eve. The project goal was to create a "visual taste" of a variety of classic and signature mixed drinks made with Korbel. Each unique spot would entice us to imagine these champagne cocktail treats.
Ad agency Carmichael Lynch turned to animation to realize the concept, a first for Korbel which had traditionally used live action. Animation was the perfect medium for the creative, involving the classic image of a champagne cork bursting and inspired imagery flowing from the bottle. Part of an integrated campaign, the media had to function as small web banners and huge digital signage, so the creative had to be compelling, textured and rich. It had to leap from the small screen and excite viewers seeing it on the Jumbotron and ABC Super Sign in New York City. In close collaboration with the agency, Gasket concepted and created four spots, two for 2006 and two for 2007, all of which were wildly popular and continue to run in 2008, and complement a point of purchase cocktail recipe book produced for the holiday season.
What would a Korbel Blue Hawaiian champagne cocktail taste like–if it inspired a world of animation? The classic blue cocktail made with Blue Curacao, evokes a myriad of relaxing tropical experiences including shimmering water, warm wind and coconuts. Gasket looked for inspiration in all things Hawaiian like surfing, hula, tropical flowers, leis, graphic t-shirts, tiki and marine life and applied the Aloha spirit to the approach.
The agency wanted an organic, flowing feel that would blend the vision of Hawaii with the bubble and rush of champagne. Blue Hawaiian was created using a combination of hand-drawn pencil animations; live-action ink bleeds in liquid; 3D turtles, dolphins, sting rays; and digital water. The elements were then edited, composited and animated adding color and depth. The background had an additional paper texture to blend with the hand drawn feel, all of which resulted in a fanciful and playful spot that is both a journey and a call to celebration.
This classic drink is made by pouring purple Chambord into a glass and then topping it with Korbel champagne, which transforms the contents into a lovely color as it bubbles. Purple and effervescence were the signature style themes for this spot, with Gasket and the agency pushing the Royale design in a Hollywood ‘player’, hip hop night-life direction. We were inspired by the notion of "royalty" as well as the details of the Chambord bottle, which are reminiscent of a king’s crown.
The final spots are a marriage of live-action talent that we shot on green screen, a 3D limousine, hip hop ‘crunk cup’, and hand animated bubbles. Royale was the most customized spot of the four, actually containing two visual concepts–the limo for the banner ad and the cup for the tower. It’s the thrill of the rich life, from various perspectives.
How do you animate ‘flavor?’ In Sparkler, viewers are immersed in a festive strawberry infused cocktail. Flowing with energy and fun, Sparkler is a true representation of flavor and style. With rich, vibrant color Gasket brings the viewer through a champagne world populated with fruit, flowers and an under-champagne city.
“Sparkler” was created using a combination of 3D strawberries, flowers and buildings, along with simulated and hand animated water and fireworks. It’s like jumping into a picture perfect champagne cocktail.
Soulmate embraces the notion of mixology, not only a way of making great drinks, but also as a metaphor for social networking. Following the path of the champagne cork and bubbles, the viewer makes connections with people at the party, and finally with our hero "soul" at the end of the spot.
This was the first of the Korbel spots that had representations of people, and Gasket suggest they be conceptual in some fashion, so that the story echoed the notion of adventure and of an exciting personal experience created by viewers with Korbel. Thus the idea of 2D puppets was born. Gasket began the design process with hand drawn illustrations, then created "cut-out" style people and an environment in 3D, all of which united seamlessly in a revelers’ delight.