The Challenge: Creating a Storm in a Saturated Market
A new company, Vortex Beverages Inc., approached us with a remarkable goal: to launch their inaugural energy drink with a commercial so captivating that it would create an instant storm in the market dominated by industry giants. They asked us to build a high-octane, bold brand identity from scratch and reach directly into the Gen-Z and millennial demographics, who are focused on high-quality aesthetics and online-based content. The commercial had to be more than an advertisement; it had to be a viral-ready image.
Our Approach: Crafting a Visual Vortex
We planned to design a shot of hyper-real/impossibly extraordinary spectacle of liquid energy. We designed the whole project on the metaphor that was fundamental to us as a vortex where power and energy are contained and are powerful and enticing.
Phase 1: Choreographing the Adrenaline
We concentrated on the rhythm before one 3D model had been constructed. With intensive storyboarding and animatic development, we traced the emotional track of the commercial to the original electronic soundtrack on a high-tempo basis.
• Beat-Mapping: Graphical action may arise out of the shadows, a whirlpool of liquid energy gyrating out of the tab. A text appearance was well-defined to the drops and beats of the music.
• Storyboard: The storyboard was a simple yet strong one. The Calm (slick product reveal), The Storm (explosive liquid and motion graphics), The Charge (lifestyle connection and call-to-action).
Phase 2: Crafting the Iconic Digital Product
The can itself was to be a hero. Our 3D artists were committed to ensuring that it was not only realistic but also ideal.
• The Smooth Product Modelling: our 3D model of the smooth black can with electric blue accents was created with extreme attention to the metallic shine, the pressed logo and the slight texture of the surface.
• Signature Liquid Vortex Simulation: With the help of advanced CFD (Computational Fluid Dynamics) simulations, we have made our signature effect in the campaign: a vortex of vibrant and glowing liquid that comes pouring out of the can, and condenses the energy and power of the drink in a unique and ownable visuals.
Phase 3: Cinematic Rendering & Post-Production
We rendered the frames at blockbuster-level using Cinema 4D and Redshift.
• Neon-Noir Lighting: We have used a dramatic neon-noir lighting effect, deep black and shadows, with intense blues and magentas to create an impact that the product and liquid are internally charged.
• Kinetic Fractured Typography: Bold, contemporary typography was broken and reassembled on the screen to find a beat with the music, reinforcing such vital messages as UNLEASH THE STORM and PURE ENERGY.
• Colour Grading & Finishing: During post-production, we added a high-impact colour grade and incorporated volumetric and particle effects to bring out an element of atmospheric depth and pure power.
The Results: A Tempest of Interaction
The advertisement was used as a multi-channel resource, which overtakes the online space and in-store advertising. The effect was thunderbolt and lightning.
• Viral Viewership: The video garnered over 500,000 organic views within its first month on YouTube and TikTok, with its signature effect —a liquid vortex —being widely shared as GIFs.
• Spiralling Consumer Dynamics: According to Vortex Beverage, sign-ups via their site up to pre-launch were 45 per cent higher as a result of the unique interest generated by the ad and as a direct result of the ongoing appeal.
• Instant Brand Recognition: The campaign has established Vortex as a daring, innovative, and premium brand, and its visual style has garnered unanimous positive feedback from the target audience.
Our idea was stolen by Swift Animations and transformed into a cultural phenomenon. Our brand was named the liquid vortex. The quality of the animation helped us to appear as a successful company, not a startup. It was the one investment we made in our launch that proved to be the best.
Brand Director, Vortex Beverages Inc.
Summary: Bigger than a Product: Launching a legend
The introduction of Vortex Energy Drinks demonstrated that a revolutionary 3D commercial animation can serve as the foundation of the brand. By combining a movie narrative with unique visual effects, we created more than just an advertisement – we crafted the ultimate branding tool for a new company entering a new market: instant recognition and desire. The project has been an illustration of our idea that in the midst of a big marketplace, one of the best means of being heard is to create a powerful impact.