Pepsi Raw is Pepsi's new premium cola. It has been created in response to a growing UK consumer demand for premium and more natural products and is made using ingredients from natural sources. Pepsi Raw contains no artificial preservatives, colours, flavourings or sweeteners.
This means that Pepsi RAW is positioned as a ‘stripped back’ cola. The brief from the client was to make that proposition live and breathe online.
The product was to be introduced to consumers through selected bars and clubs in seven key cities in the UK, from where a wider roll out is planned. GraphicoDMG created a website which was fronted by a visually stunning piece of film. The film also runs in bars that serve Pepsi Raw.
The film features an animated dance sequence. The creative concept behind the film is that it uses the absolute minimum of everything – light, colour, definition, everything - it is stripped back. The result requires the audience to ‘fill in the blanks’ as they see fleeting ‘bar codes’ of light suggesting dancing figures.
The dancers are fluid and sensual – and, indeed, stripped naked - but they aren’t explicit. The film challenges the brain to see what isn’t there and brings the 'stripped back' concept to life.
The website is an effortless representation of the brand and the film was an important part of the launch event which attracted a high level of media interest.
The film was shot using technology developed for the sports science and film world, both dancers wear a number of reflective nodes, which are picked up by the 70+ calibrated, static cameras. Each node is triangulated by the cameras meaning it’s the dancers’ movement rather than the dancers themselves that are recorded in 3D.
Once the choreographed dance had been motion captured, the animators worked to build fully formed bodies for the dancers, then put in the light source and so produce the fluid dance sequence.