This week's Hotshot sees Guinness shed its old skin, as AMV BBDO and Knucklehead's Johnny Green move mountains to celebrate the birth of a new direction for the black stuff.
Their name is well and truly established in the advertising hall of fame, and this latest outing for Guinness only adds to its reputation. In another epic instalment, new spot World is an impressive feat of both production and post, as a group of burly men chisel through mountains and create underwater landscapes as they set about crafting a new world.
But what is absent is the brand's famous endline, Good Things Come to Those Who - after a teaser back in April, the release of World also celebrates the launch of Guinness' new marketing campaign, focusing around the motto Bring it to Life.
Creating the commercial itself was a mammoth task, as the team trotted the globe to bring the ad to life. Shooting took place in Canada, Fiji, New Zealand and the UK as they sought out striking locations to bring the imagery alive.
"This was one of the toughest and most exciting shoots I have worked on," says director Johnny Green. "The locations were so remote and extreme that it took days to even get to the site. From high altitudes to underwater shoots, freezing temperatures of -30 degrees combined with the burning glare of the sun off the snow, every element brought its own unique challenge. With only three weeks of shooting the team pulled together to create this incredible piece of work."
While it took three months of pre-production before filming could begin in Canada, the set for the underwater scene was nearly four months in the making, and the winch for pulling up the trees took another three weeks to build. It was then over to the post team at The Mill, who had already started working on some scenes before others had been shot.
"It was crucial to retain the feel of the shoot," says lead 2D artist Rich Roberts, "and through collaboration with Johnny and Paul [Brazier, ECD at AMV], we attempted to produce effects which appeared epic in scale but maintained reality. The wide variety of effects required working closely with both CG and the matte painting departments to produce a consistent and seamless vision."
The team at AMV BBDO have also taken to the web to develop the campaign's theme. Partnering up with Google Earth, in late November they'll be launching an application that will allow users to select a piece of land and then build their own customised environment. Fans can visit www.guinness.com now to claim their piece of land.
Click here to watch World.
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