High on gummy explosions

Cronus • Camapign

We f*%@ with fantasy worlds. It’s in our job description. So we took the opportunity to craft a mesmerizing experience and “world” that an edible gummy delivers. Enter SOURZ by Spinach – legendary, high-quality THC- and CBG-infused gummies from Canada, where this is a thing.

We took a trip into the world within and burst it all over the scene. While competitors focus on photorealistic fruits, the only photorealistic piece in this clip is the iconic S-shaped gummy that the story starts and ends with. The rest is a head-over-heels dive into a glossy universe of taste.

The Blue Raspberry Watermelon Eruption

If it's named Eruption, there's gonna be a volcano! We are all in here with a surreal crater that erupts with out-of-this-world electric blue raspberry and refreshing watermelon in a colorful, stylized flavorverse sparkling with sour crystals and just the right amount of vibrant chaos.

Cool Commotion

Keeping to an individual color palette for each product, this is a number in juicy blue and pink, with tiny little nods to cannabis leaves in green. Blending stylized 3D with glossy textures and floating fruit bubbles, we work the contrast between slow, fluid motions in the serene opening scene and dynamic, sudden actions in the energy-packed eruption story.

Houston, we have peaches

It's blast-off time! In a fruit galaxy, a giant peach planet collides with a meteorite, triggering a massive fruit explosion – just like the one that a small gummy with THC and CBD can deliver to the taste buds.

Golden Glitters

Dialing up all the warm hues in this one, we let peaches and oranges play out a showdown on a galactic scale in a riot of juicy movement. The circular composition of the whole concept once again underlines the expansive experience compressed into one iconic gummy.

Fruity flavours & key visuals

When the moving worlds were done, the fruity bits had to take on a static incarnation as well – as key visuals. We took all the juicy details from each of the videos and styled them alongside the S-shaped gummy for all sorts of print formats. Best of both worlds – side by side!

Into bits and pieces

Every decision, from texture to timing, was engineered to dial up taste. Our goal was to make eating SOURZ feel like an event. For this much-loved product, we aimed for an unexpected, cinematic, and downright delicious arena to play in.

Credits

Director
Roberts Kulenko

Art Director
Gints Gutmanis

Sketched storyboard artist
Arturs Bunts

Executive producers
Kasia Kucaj

Animatic
Roberts Kulenko

Concept Art
Paula Huerta

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