PUBLICIS
Featured project
Virtual Heineken Silver
Heineken has launched its brand new beer, Heineken Silver, the world’s first virtual beer. exclusively in its virtual brewery within the immersive digital platform, Decentraland. The campaign has been created by Publicis Italy, directed by Perlorian Brothers and produced by Hobby Film. Working with Publicis and headed up by a multiskilled team including Directors William Bartlett, and Simon Wood and Real-Time Supervisor Taekyu Yang the Framestore team were tasked with creating numerous assets for the pre-launch of the Heineken Silver Beer. This was an original concept for the brand which sees them approach the metaverse in a tongue-in-cheek way with the ironic release of a virtual beer served in their simulated brewery within ‘Decentraland’. To achieve the vision for such a huge international Heineken campaign, Framestore used a seamless pipeline, utilising mocap and real-time to help direct and create two individual edits. The edits showcased the virtual beer, which was released across all of Heineken’s social platforms. Alongside this they created further custom-built Digital Out-Of-Home (DOOH) versions to be released across social, and additional content to be released across various European DOOH platforms, culminating in the team executing a campaign with an unprecedented number of deliverables. Framestore’s vast experience in Unreal Engine and Video Games production came into play for the stylised game brief, the team used Unreal Engine as their driving piece of software, with all spots executed using mocap, Unreal and some Nuke and Flame compositing. This allowed a fluid, quick turnaround which worked perfectly for the game style spots. Having direct access to in-house facilities enabled the team to offer the best in mocap and live production, providing a full-service offering. Credits PUBLICIS ITALY BOOMERANG AGENCY,Amsterdam / ISOBAR, London / FRAMESTORE, London / SFERA PRODUCTION, Milan
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