Pitched in response to a closed invite RFP for a complete rethink of Coors Light Canadian online activities, including soft divergence from typical sexual hooks.
While the base is a slick, cinematic 3D environment with a floating mountain range, sliding beer cans and bottles on a sheet of ice, and a rotating POV, the main function
of the site is as a portal for efficient promo info capture and download to push the user back to point of purchase. In the meantime, the journey through the site becomes an exercise in ‘aversion inversion’, visual non-sequiturs that keep a skeptical and aware demographic on the site and engaged, despite the mutual end goal.
Shown is the main site land page, with sample animation sequences showing sketches of a few of the non-sequiturs, some thematically linked to specific promotions. These include someone arbitrarily shaving a pomeranian; the 20-minute workout girls being yanked off-stage; an irritating office putter; and the ‘host’ a tutu-wearing average joe has pirouettes around the screen. Also integrated in the proposal was multi-environment interaction involving irreverent gaming, linking a screen user with pedestrians near an urban digital billboard. 2007.
concept / art direction / design / illustration
coors light : canadian online presence
Pitched in response to a closed invite RFP for a complete rethink of Coors Light Canadian online activities, including soft divergence from typical sexual hooks.
While the base is a slick, cinematic 3D environment with a floating mountain range, sliding beer cans and bottles on a sheet of ice, and a rotating POV, the main function
of the site is as a portal for efficient promo info capture and download to push the user back to point of purchase. In the meantime, the journey through the site becomes an exercise in ‘aversion inversion’, visual non-sequiturs that keep a skeptical and aware demographic on the site and engaged, despite the mutual end goal.
Shown is the main site land page, with sample animation sequences showing sketches of a few of the non-sequiturs, some thematically linked to specific promotions. These include someone arbitrarily shaving a pomeranian; the 20-minute workout girls being yanked off-stage; an irritating office putter; and the ‘host’ a tutu-wearing average joe has pirouettes around the screen. Also integrated in the proposal was multi-environment interaction involving irreverent gaming, linking a screen user with pedestrians near an urban digital billboard. 2007.
concept / art direction / design / illustration