Molson Coors
ROLE: ART DIRECTOR
America’s Newest Thirst Trap
It all started with, “Let’s position Coors as a thirst trap.” Although explaining what a thirst trap is was a bit of a lift, my idea became the clear front runner for how to connect Coors to culture leading into summer 2021.
Please note, this ad was created entirely in 3D animation with the help of Second Child.
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First, we had to find the right thirst trap for Coors to become. Is a seltzer so pretty? should a seltzer buss it? or is it the sexy silhouette of the can that makes it so thirst inducing?
After much debate, we decided that the Coors Seltzer should do the silhouette challenge and make its debut as America’s Newest Thirst Trap.
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Next we had to prove to the client that the can was sexy enough to speak for itself. We didn’t need supers that said ‘crisp’ and ‘refreshing’, the dripping condensation, the music, the lighting was all we needed for the can to become a thirst trap.
VERSION #1
Our first animatic exploration that showed the potential positioning of the supers and different angles of the can we could explore.
VERSION #2
Once we removed the text we could focus on more granular details such as the thickness of the spray, the direction the supers animated on and sharpening the tagline.
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The final cut allowed the can to speak for itself. I worked night and day with our production house to hand place the water droplets, color correct and bring out the can’s full thirst trap potential.
FINAL CUT
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And, we went viral. The ad launched at the same time as Doja Cat’s new video, reinvigorating the internets love of this challenge and prompting users across twitter to talk about this advertisement.
We had over 8 million earned media views on Tiktok with an incredible 5 million likes and comments. Viewers even picked up on the sensitive content warning we had on YouTube. Most importantly, the majority comments were favorable and praised Coors clever use of a popular trend.
TikTok
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Finally, we made the Clio Music Short List for best use of music in film.
