DOUWE EGBERTS ICE COFFEE CAMPAIGN
Art Directed by Josua De Villiers
ROLE DESCRIPTION: Creative-Lead, Art Direction, Concepting.
MY ROLE: Douwe Egberts asked us to revamp and refresh their already existing approach for their Ice Coffee products, I was tasked with directing the visuals – which would later inform the copy. I immediately noticed that it looked slightly “flat” and knew we could add a lot more depth to help it pop with a rich gradient background.
The liquid also felt “static” and a bit too messy, so the next part was to elevate the liquid itself, which came to life thanks to makeup references.
When I presented it to client they were so happy with the beautiful new look & feel they asked if we couldn’t turn the flat and static brief into animation one instead.
OLD LOOK & FEEL:
STEP #1:
I wanted to remove the flat feeling and revitalise the visual by adding a gradient and make the colours richer – resulting in a visual that pops and grabs attention.
STEP #2:
I wanted to relook the liquid itself and find references that are smooth, enticing, feel premium and indulgent. That’s where some makeup references came in clutch.
STEP #3:
Finally, it was time to bring it all together, and to wow the client with a fresh new Look & Feel. They were so happy, and with my encouragement to aim higher, they quickly realised they should capitalise on this beautiful new artwork by turning the static-only ad brief into a film and animation one instead.
Online 6” Films
10” Digital Social & Out-of-Home Films
TEAM:
Josua de Villiers - Art Director, Kirsten Collins - Designer, Maarten von Schmidt - Producer, Marijn Tempelaar - Producer