Project:

7-Eleven 'Seven Cups Free'

Type:

LIVE ACTION, PRODUCT, COMEDY

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.

Credits

Production Company
Scholar

Director
William Campbell

Managing Director
Christina Roldan

Executive Producer/Line Producer
Nic Barnes

Head of Production
Ryan McLaughlin

 

Design & Animation Company
Scholar

Creative Director
William Campbell

Managing Director
Christina Roldan

Executive Producer/Line Producer
Nic Barnes

Head of Production
Ryan McLaughlin

Senior Producer
Amy Fahl

Production Coordinator
Tommy Petroskey

Designers
Joon Lee, Nathan Leung, Brandon Smith, Marc Smith, Mike Tello, Javier Tomassi

3D Animator
Matt Berenty

3D Generalist
Nathan Leung

Flame Artists
John Budion, Carmen Maxcy, Susanne Scharping

Storyboards
Mark Yates

 

Editorial
Scholar

Editor
Jason Webb

 

Telecine
The Mill LA

Colorist
Matt Osborne

Producer
Blake Rice

 

Music Company
Music and Strategy

Voice Over Talent
Matt Giroveanu

Audio
Rob Fielack, Plush

 

Client
7-Eleven

Agency
360i

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.

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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.