Redd's Wicked asked us to relaunch their brand. They wanted to connect with urban twenty-something guys by positioning as the perfect drink to start a crazy night out. Based on that, we suggested to give the brand a more subversive, underground, badass and anti-hero personality. We created a visual language inspired by graphic novels with illustrations made by Stephen Bliss (the artist behind the famous Grand Theft Auto franchise). We focused our narrative on the anticipatory rush you get, right before your night goes from fun to crazy. A little surreal here, a little weird there and Voilá, we created a whole new brand personality. Our budget was tight, so we animated everything in-house using Bliss illustrations as keyframes. We even painted a mural in Brooklyn that changes at night using black light reactive ink. Enjoy.
Creative team: Philip Cheaney (AD), Tommy Means (CD) , Richard "Dicky" Krolewics (Animation) and Andreas Aristides (AD).
Magazine Ad and OOH boards
Web banners
Blacklight activated mural in Brooklyn
15 Seconds TV spots.
This one never made it to air.
