Brand New School and Havas Craft a Cool Campaign for Keurig Kold

Keurig recently launched their new Kold beverage maker with an eye-catching campaign that’s as fun as the drinks themselves. Directed and edited by Brand New School, the campaign, which was concepted and conceived by agency of record Havas Worldwide, is a fast-paced, mixed-media montage of what it’s like to experience the machine and its beverages. Featuring an exclusive partnership with Coca-Cola, Keurig Kold allows consumers to create their own sodas and other soft drinks at home through the use of the iconic Keurig K-Cups.

The Brand New School team found beauty in the storyboard’s stylized liquids and fractured icy textures, and captured them using gorgeous macro shots as well as stunning slow-motion and stop-motion visuals. Taking cues from the bold colors of Pop art, the designers incorporated the Coca-Cola, Sprite, Dr. Pepper, and other logos of available flavors into the aesthetic language of the spots. The team also found inspiration in installation art, which included filling a 50-foot photobubble with balloons and detonating an explosive in an oversized ice cube.

“Developing the look for a new product launch is simultaneously exciting and challenging,” said director Chris Dooley. “It’s that rare opportunity to help create the first impression of the brand, so it needs to have a strong perspective and be filled with memorable and iconic moments. From the outset, I was keenly aware that I would be tasked with giving this product a voice and a visual personality.”

Downloads:

Credits:

Client: Keurig
Title: “Make Your Favorite Cold Drinks”

Agency: Havas Worldwide, New York
Group Executive Creative Directors, Managing Directors: Israel Garber, Jason Musante
Executive Creative Directors: Dustin Duke, Jon Wagner
ACD/AD: Kristine Salm, Guy Seese
ACD/CW: Justin Chen, Donnell Johnson
Co-Head of Production, North America: Sylvain Tron
Executive Producer: Deepa Joshi
Junior Producer: Christina Leprine
Group Account Director: Laura Dartnall
Account Director: Laure Ayel
Account Executive: Alex Zubak
Chief Strategy Officer: Tim Maleeny
Group Planning Director: Dana Ewing
Strategy Directors: Alla Gonopolsky, Maggie Windsor Gross, Neil Kumar

Production Company: Brand New School
Director: Chris Dooley
Managing Partner: Devin Brook
DP: Jim Matlosz
VFX Supervisor: Mark French
Line Producer: David Wolfson

Post Production: Brand New School
Creative Director: Chris Dooley
Managing Partner: Devin Brook
Designers: Andres Rivera, Jeff Welk, Morten Kühl Christensen, Kris Wong, Serge Kirsanov
CG Supervisor: Russ Wootton
3D Artists: Morten Kühl Christensen, Dan Bradham, Jeff Bryson, Shane Csontos-Popko
VFX Supervisor: Mark French
Flame Artist: Mark French, Kirk Balden
Storyboard Artist: Ryan Beckwith
Editor: Moss Levenson
Assistant Editor: Tyler Byrnes
Colorist: Colin Travers
Head of Production: Julie Shevach
Supervising Producer: Suzanne Potashnick

About Brand New School:

Brand New School is a creative company that believes in the power of design to tell stories and shape experiences. For over a decade we’ve been at the creative vanguard, solving problems and constructing the visual languages for the world’s most influential brands. Our process prizes collaboration, research, experimentation, laughter, failure, and discovery. We’ve been practicing these principles from our studios in New York and Los Angeles since 2000. While we’re proud of our illustrious history, we’re far more interested in writing the next chapter.