From can to canvas, Collective Arts' brand film collaborates with 17 different artists all around the globe to create imaginative and boundless scenarios.
Every few seconds, a new world is introduced with the drink as the constant. With an execution so closely tied to the idea at hand, we were brought on as creative partners from the outset and directed this piece, shaping story, tone, rhythm, and emotional impact alongside agency Sister Merci.
Inspired by the ‘exquisite corpse’ method, a collaborative game where each person adds to a drawing or story without seeing the full picture, we asked each artist to interpret a packaging or flavor.
Each artwork was then turned into a scene by our team through motion and VFX. To lean into the method even further, we worked on our scenes independently with the one rule—the can must be centred—and only brought all the pieces together in the final stages with a single camera move.
What we got was a story only possible by the artists involved and their particular style.
The unpredictability ended up being what joined one story to the next: a bird skating past a falling can, a gin bottle lit from underwater. The more far reaching the idea, the more convincing the world became.
These are some of our favorites moments in the exploration and development.
