Brooklyn-based shop Dead As We Know It was apparently so impressed with Blur Studios’ production work on The Girl with the Dragon Tattoo‘s intro that they used the production company as not just collaborators but inspiration for their new spot for The Kraken Rum, entitled “Black Ink.”
Directed by Tim Miller, “Black Ink” is a departure from the previous 2D woodblock print style Dead As We Know It has used for their spots for Kraken, instead employing realistic 3D/CG animation to show the kraken on the rum bottle come to life and destroy a ship. The kraken in the spot is depicted in quick close-ups that jump quickly from shot to shot, implying the violence and danger of the mythical beast.
To accomplish the more realistic approach, the kraken was “designed with reference to actual octopus tentacles and eyeballs for a photo-real look to the movements and destruction.” This new approach isn’t such a drastic departure from the feel of the agency’s previous work. The shift in style is pulled off very well, and feels more like an evolution in approach than a drastic alteration of strategy. Dead As We Know It ECD Mikal Reich ridiculously describes the new spot as “dark and horrific, while at the same time luxurious and sexy.” While the spot is undeniably good eye candy, there’s nothing really sexy about it — unless you’re into tentacle porn. Credits after the jump. CREDITS
KRAKEN BLACK SPICED RUM “Black Ink” :30/:15
CLIENT
Client: Proximo Spirits
Senior VP Marketing: Elwyn Gladstone
Marketing Manager: Kristin Shirtz
AGENCY
Agency: Dead As We Know It
Executive Creative Director: Mikal Reich
Creatives: Ella Wilson, Charmaine Choi, Kirsten Larson, Andrew Kay, Jesse Adelman
Senior Producer: Kirsten Larson
PRODUCTION
Animation, VFX & Design: Blur Studio
Director: Tim Miller
CG Supervisor: Jerome Denjean
FX Supervisor: Kirby Miller
Producer: Tiffany Webber
Executive Producer: Al Shier
POST
Finishing House: Artjail
MUSIC
Company: Yessian
Executive Producer: Mary Ellen O’Brien, Marlene Bartos
Music Track License: “Beyond the Sea”
Song Writers: Jack Lawrence, Charles Trenet, Albert Lasry
Performer: Bobby Darin
Publishers: Range Road Music, Inc., France Music Corp.
Label: Warner Music Group
SOUND DESIGN
Company: Jafbox Sound
Designer: Joseph Fraioli
AUDIO MIX
Company: Heard City
Mixer: Keith Reynaud