Creative production company Shilo from the U.S. participated in producing an engaging new broadcast/web spot for Mountain Dew‘s new Green Label Art Shop Series campaign. This project was directed by Shilo’s Evan Dennis, who worked in close collaboration with creative director David Hohman, art director Campbell Hooper and their colleagues from integrated marketing agency TracyLocke to develop compelling content authentically supporting Mountain Dew’s innovative campaign and the all-star talents assembled.
The :30 broadcast/web spot promotes Mountain Dew’s new signature product design from professional skater, actor and artist Paul Rodriguez and famed artist Don Pendleton. Meticulously crafted video artfully blends stunning, street skateboarding cinematography with mesmerizing animation brought to life from Pendleton and Rodriguez’s original designs. Together with a fast-moving crew ready to run and gun, Dennis spent a full day on LA-area locations from Pacoima to downtown and East LA, shooting Paul’s skating the streets.
Shilo’s artists also incorporated several new techniques into their pipeline. Among those, their 2D animation was run through a 3D pipeline using Autodesk Maya, allowing them to extrude their animation in 3D space and give it a unique dimensional realism in the composite.
The spot features the music track «The Funk» from artists Oh No. Sound design was handled by Tom Goldblatt of Audioengine.
«Paul has a unique ability to execute very complicated tricks with such style that he almost makes them look easy. Since his collaboration with Don is the core of the story, everything we did on the locations and in the design and animation, was focused on showcasing that talent and translating Don’s artwork into a visual display of inspiration. We love taking risks and trying something new and original. We really just wanted to have fun with it and reflect the sensibility of Paul, Don and Mountain Dew,» said Evan Dennis.
Now appearing on broadcast media outlets across the U.S., the ad invites viewers to vote for one of 35 label designs online at www.greenlabelart.com, where the most popular one will appear nationwide later this summer.
