Nescafe – Animated packshots
A series of animated packshots for Nescafe and Reputation
Agency: Reputation Copenhagen
Our work: 3D/animation, VFX and colour grading
Reputation Copenhagen work with the Nescafe to promote their brands throughout the Nordic territories. This campaign featured a mini-documentary and TVC that takes the audience on a trip to Mexico to meet one of their coffee farmers.
Concept / Brief
Reputation needed localised versions of each pack-shot to cover the relevant territories. It was extremely important to both them and the client that product range had the same look and feel the film’s various locations.
After a short chat it became clear that the 3D approach would give Reputation creative control, whilst maintaining the highest levels of quality and consistency across all the shots.
Edible products must look delicious. Whilst this is often a hard thing to define, we all know when food-stuffs look incorrect. So from the start we were well aware that the coffee foam would need to be just right. Luckily we have experience in creating CG foam. So we set about creating a number of test images, aiming at creating the most appealing cup of coffee.
Using product samples we built 3D versions of the required packaging. We then addeed a subtle camera move and integrated a touch of steam to the coffee mug.
Bringing the steam element into post-production offered the most speed and flexibility . We then tweaked the tones, colours and enhanced the scene lighting for that golden hour look to compliment the dark rich tones of the coffee.
Product updates…no problem
Six months after the initial job, Nescafe updated their range with organic choices. Reputation provided us with updated artwork and new settings.
As we already had the majority of elements in place, the update was a relatively quick execution. This is a great example of 3D asset reuse which allows us to efficiently and cost-effectively deliver work of the highest quality.