Hendrick's Gin TCV
-- --
Facebook
Twitter
Google
Pinterest
SCREEN AFRICA EXCLUSIVE: It is 5pm after a long day at work and the routine task of travelling home in peak hour traffic leaves one feeling even more exhausted. If only we could escape the ordinary and set out on a journey so unusual and refreshing, that it feels utterly enchanting.
Undeniably peculiar, utterly delicious' is the tagline for the new Hendrick's Gin spot - a phrase that Cape Town-based animation studio Tulips and Chimneys brought to life in a visual fantasy that embodies Victorian surrealism and dreams.
-- --
Director Ree Treweek and her team have been great admirers of the Hendrick's Gin brand aesthetic over the years and being approached by their company's UK representatives, Strange Beast, to pitch on the campaign was an exciting opportunity and a great achievement for the Tulips and Chimneys brand.
When we first started our company one of our first goals was to craft a campaign for Hendrick's Gin as we've long been admirers of their Victoriana Surrealist aesthetic which is so aligned with our own style and creative ambitions. You can imagine how delighted we were when our representatives in the UK approached us to pitch on the campaign, says Treweek.
After a successful pitch, Tulips and Chimneys worked with American creative agency Quaker City Mercantile (QCM), to create the animated spot for the Scottish brand. The team brainstormed a few ideas which led to the conceptualisation of the spot's main theme of Escape - an invitation to escape the conventional and embrace the delectable.
The client wanted us to depict how a mundane necessity like commuting could become a fantastic adventure should you go against the stream and approach it in a different way. This concept was so much fun to work with and since the Hendrick's brand lives in such a surreal space we really had a lot of freedom in terms of how we wanted to tell this story, explains Treweek.
The team reworked Hendrick's existing animated material which is rooted in Victorian surrealism and 2D animation. Hendrick's existing animated material, is beautifully designed, and relies on a particular 2D cut out technique. We decided to work with that and enhance it by incorporating a greater sense of depth between layers so that we can move through space. We focused on producing bespoke 2D animation, rather than puppeteering still images, which differentiated it slightly from previous spots. The combination of all of this with atmospherics and beautifully composited lighting really pushed the mystery and mood of the spot, Treweek explains. When compositing, we added a subtle grain to the film. An overall colour grade using muted blue tones, red highlights and green shadows gave the film a vintage look. We made use of vignettes, dust and scratches, film burn, light leaks and other imperfections common in old film stock. Making use of the depth of field added a real world' feeling to our shots, and helped us to create a seemingly limitless Hendrick's environment.
Two main characters stand out in the spot - a gentleman and lady who both make a great transformation during their journey. We follow their journey home, which turns out to be quite the adventure as the different creatures they meet along the way bring wonder, surprise and great delight. It was important that our two hero characters stood out against the other commuters, so we spent a lot of time crafting the moment when they shed their work skins'. I love the colouring of our heroine and the string of butterflies that pull her along. They were animated in such a way that they had some interaction with other commuters, Treweek says. In our brainstorms we also wanted the environments and architecture to be characters in the spot You'll notice a building that behaves as a clock while others behave as pistons, our lead characters are swallowed by their homes, an alligator and a swordfish. We wanted to add subtle surprises that the viewer would only see on repeat viewing.
Throughout the journey the lead characters follow a mischievous winged Hendrick's bottle, bringing the two main ingredients, roses and cucumber into the mix. We weaved their leading botanicals; roses and cucumbers into our designs in such a way that they complimented the environments and the personalities of our characters. We liked the idea that the botanical elements can also be portrayed in such a way that they have personality: a cucumber for instance is dressed in a suit and hops through our cityscape, explains Treweek.
The Escape Hendrick's Gin ad first aired in early May and has received rave reviews from leading commercial review sites including Ads of the World, Best Ads on TV and Adeeve to name a few. The spot can be viewed on YouTube, Vimeo and on the Tulips and Chimneys website.
Facebook
Twitter
Google
Pinterest
-- --
Most recent headlines
17/02/2025
TVBEurope talks to the team who brought a piece of broadcasting history back to life on BBC Wales last night
By Jenny Priestley
Published: February 14, 2025 ...
17/02/2025
Eligible studios will receive the relief directly from their local authorities, with no need to submit a claim
By Matthew Corrigan
Published: February 17, 20...
17/02/2025
As DEI initiatives come under pressure in the USA, supporters of Rise, which promotes diversity in the media and entertainment sector, discuss the continuing im...
17/02/2025
EIB Global loan will partially fund SES's continued O3b mPOWER medium earth orbit (MEO) fleet expansion enabling additional capacity worldwide. O3b mPOWER s...
15/02/2025
At Nielsen, Business Resource Groups (BRGs) play a critical role in nurturing a ...
15/02/2025
Innovation to empower creativity: Explore the latest in Lightroom
Rob Christensen February 15, 2025
0 Comments
Whether you want to remove distracting ...
15/02/2025
Wisycom, a worldwide leader in RF technology and provider of wireless solutions, announces a new distribution agreement with EQUAPHON. An Argentinian profession...
15/02/2025
DPA Microphones, the leading manufacturer of high-quality microphone solutions, is pleased to welcome Nicholas Nick Mariano and Vincent Vince Divine to the ...
15/02/2025
Tuxera, a leading provider of quality-assured file systems and networking solutions, will showcase how Tuxera Fusion SMB enables unprecedented performance for m...
15/02/2025
Bitmovin's latest Video Developer Report indicates an increasing role of AI, the slow adoption of next-generation codecs, and continuing challenges when it ...
15/02/2025
When Michelin Enterprises set out to promote its prestigious Hotel Guide in the new Sleepless in the Kitchen , campaign, veteran German/Slovenian gaffer Robert...
15/02/2025
Formula E, the world's first all-electric racing series, revolutionizing motorsport with cutting-edge technology and a commitment to sustainability has sele...
15/02/2025
Agile Content, a global leader in TV and video technology solutions, announces its rebranding to AgileTV.
The transition to AgileTV stems from a commitment to ...
15/02/2025
Hiltron Communications will promote the latest additions to its range of satellite communication products, systems and supporting services at GovSatCom 2025. Th...
15/02/2025
Following the success of the original Airglow Booklight, DoPchoice debuts a new addition to their inflatable line the Float. This lightweight, inflatable, round...
15/02/2025
LAS VEGAS Marshall Electronics has announced that it will debut its newest camera controller, the RCP Plus, at the 2025 NAB Show at Booth N2649 between April 5 ...
15/02/2025
ATLANTA Gray Media has named Blake Sebo as the next general manager of KTUU and KYES, Gray's NBC and CBS affiliates in Anchorage, Alaska....
15/02/2025
KOKKEDAL, Denmark DPA Microphones will feature its new CORE+ technology for distortion-free microphone sound at the 2025 NAB Show, April 5-9, in Las Vegas....
15/02/2025
SWANSEA, U.K. QuickLink will launch StudioPro-NDI and StudioPro-3, two new models of its QuickLine StudioPro video production platform, at the 2025 NAB Show, Ap...
15/02/2025
Live From 2025 NBA All-Star Game Weekend: After 25 Years, Turner Sports All-In F...
15/02/2025
NASCAR Driver Cam on Max Embraces Cloud-Based Workflow for 2025 Season Chris Brown of WBD Sports says Mobii will play key part in delivering signals from the tr...
14/02/2025
Last month, we officially launched the Spotify Partner Program, a powerful new m...
14/02/2025
From an island off the coast of Lutruwita to the global stage in France SBS & ...
14/02/2025
The future of electro-optical/infrared (EO/IR) land systems is evolving so that ...
14/02/2025
Here are 5 reasons why you should attend ISE 2025
Discover more about Calrec: Learn more about Calrec's legacy of innovation in broadcast audio solutions ...
14/02/2025
World Radio Day: On the same wavelength
By Graham Murray, International Sales Manager at Calrec
To mark World Radio Day, Calrec's International Sales Ma...
14/02/2025
DALLAS and TYSONS, Va. Tegna has concluded a broadcast rights agreement that makes Tegna's KFAA in Dallas the exclusive local television partner of the Dall...
14/02/2025
Amazon's Prime Video has released a new app for Apple TV that the streamer said delivers an improved streaming experiences with faster scrolling, improved s...
14/02/2025
CLEVELAND Telos Alliance announced a software update for its Axia Quasar XR and SR line of audio-over-IP (AoIP) mixing consoles and will show the offering at th...
14/02/2025
Puget Systems Returns to HPA Tech Retreat 2025 with New Analysis Tools for Puge...
14/02/2025
Glass Animals: Tour of Earth Uses Blackmagic Live Production Workflow
Brie Clayton February 14, 2025
0 Comments
80six deploys Blackmagic URSA Broadcas...
14/02/2025
A dispute between Paramount and Youtube TV that would have pulled CBS stations and Paramount's cable channels from the streaming service has been temporaril...
14/02/2025
Colourist Deidre (Dee) McClelland details how she helped shape the distinct look and feel of whimsical Oscar-nominated stop-motion film, Memoir of a Snail
By C...
14/02/2025
BitFire said it intends to introduce forward-looking services that simplify the launch of live production workflows, and enhance real-time collaboration
By Jen...
14/02/2025
The claim by the liquidators is the latest twist in the ongoing saga of the companys collapse at the end of 2021
By Matthew Corrigan
Published: February 14, ...
14/02/2025
A carriage dispute between YouTube TV and Paramount could come to a head today (Feb. 13), with the virtual pay TV provider threatening to pull all of the progra...
14/02/2025
ENGLEWOOD CLIFFS, N.J. LG Electronics USA has opened a new in-house, state-of-the-art virtual production studio at its 360,000-square-foot North American headqu...
14/02/2025
NEW YORK In a bid to help local broadcasters find new ways of monetizing their content, the Coalition for Innovative Media Measurement (CIMM) and TVB have relea...
14/02/2025
WASHINGTON Three Democratic U.S. Senators have sent a stern letter blasting FCC Chair Brendan Carr for the weaponization of the agency for attacking broadcast...
14/02/2025
Years after launching the streaming service Apple TV+ in November of 2019, Apple has finally released a version of its steaming app for Android devices....
14/02/2025
FOOTHILL RANCH, Calif. Red Digital Cinema will make its V-RAPTOR [X] and KOMODO-X camera systems available with Nikon's premier Z Mount, providing filmmaker...
14/02/2025
DAYTONA, Fla. The Fox Sports production of this year's Daytona 500 will see the addition of a few new tech elements and the continued unfolding of the broad...
14/02/2025
Watch Bryson Battles Blind Audition on The Voice Get a Four-Chair Turn Michael Bubl said the Boston Conservatory at Berklee musical theater senior might have...
14/02/2025
2025 Daytona 500: FOX Sports Looks To Ride Super Bowl LIX Momentum Into NASCAR S...
14/02/2025
14 Feb 2025
VEON's Kyivstar and the Come Back Alive Foundation Raise USD 2....
14/02/2025
Max Renews THE PITT, Starring Noah Wyle, For A Second Season
Max
Warner Bros. Television Group
The Pitt
New Episodes Of The Medical Drama From John...
14/02/2025
This year, Technicolor proudly celebrates 110 years of shaping the magic of cinema pioneering color, visual effects, and innovation that bring unforgettable l...
14/02/2025
NBA All-Star: More Games, More Teams, More Music, More Sound From the Court Turner Sports' team will deploy familiar tech to capture all the audio By Dan D...
14/02/2025
LIV Golf Continues To Innovate With Drones, Data-Driven Graphics, and All-Access...
Hendrick's Gin TCV
