When Kraken Rum came to us, they were an alternative rum brand with a loyal yet small following. With a target market of creatives and city dwellers, they were looking to grow and had big ambitions for the UK market, but they needed to expand their brand to make a splash.
It was clear to us that to deliver the impact needed for our campaigns to work, we needed to feature the mythical creature in the most spectacular way possible. The key was to deliver visuals using a hyper-realistic illustrative style that showcased tentacles ripping their way through various environments, leaving a trail of destruction and awe-struck onlookers behind it. This started our trajectory to drive the brand forwards in the most impactful way.
To overcome the restrictions of printed media and to make the most impact given the limited coverage, we visualised destruction by manipulating the imagery placed on top of real structures. The effect of bent, crushed metal was achieved by altering the contours around the bus frames and imitating crushing windows.
Designed at Dare Creative.
BRINGING THE SEA BEAST TO LIFE
To overcome the restrictions of printed media and to make the most impact given the limited coverage, we visualised destruction by manipulating the imagery placed on top of real structures. The effect of bent, crushed metal was achieved by altering the contours around the bus frames and imitating crushing windows.
FROM MYTH TO REALITY
