Project:
7-Eleven 'Seven Cups Free'
Created entirely in quarantine from start to finish, 7-Eleven’s latest campaign finds the viewer floating through a dreamlike space, triumphantly leading to our heroically featured items across multiple crafted films.
Lighting, architecture and stripes all work in unison as we pass shelves filled with monochromatic products in a forward driving momentum, revealing the most coveted of refreshments in all their high-def, slow motion, 7-Eleven glory.
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Production Company Director Managing Director Executive Producer/Line Producer Head of Production
Design & Animation Company Creative Director Managing Director Executive Producer/Line Producer Head of Production Senior Producer Production Coordinator Designers 3D Animator |
3D Generalist Flame Artists Storyboards
Editorial Editor
Telecine Colorist Producer
Music Company Voice Over Talent Audio
Client Agency |
Process
THE GOAL
We wanted to create a deconstructed 7-Eleven store where every element is ultimately in service to lead your eye toward a collection of heroic, larger than life products including steaming cups of coffee, rich espresso and the iconic bubbling, ice-cold Big Gulp.
THE APPROACH
Up against a compressed timeline and pandemic, we concepted and designed our set and all creative elements at breakneck speed, ensuring we only presented designs, textures & elements for approvals that could physically be sourced and built on time within our crew’s isolation pods.
Shot entirely remotely with the help of an intricate camera setup attached to the end of a robotic tracking arm, the advanced technological approach to this project showcases just what is possible in quarantine production.
THE RESULT
Our seemingly effortless single shot films take us on a journey through a beautifully designed physical set with all white walls, shelves and products where the only color are our branded lines, 7-Eleven products and brand logo. A highly successful simple looking yet complex quarantine production.
