This is a concept project created for a school project. I had the idea of making a casino bar that brewed its own in-house drinks. XS Energy Drink would be the drink name, starting with 4 different flavors.
The current brand of DRINX is very modern, with a neon blue glow, and wave-pattern carpets. The drinks advertised are of different colors; blue, red, green, and I wanted to keep that idea going when I thought of an exclusive drink.
The reason I focus on the bar being the only provider of an exclusive drink is due to the tri-state area hosting many brewery events, and guests going to these particular breweries to get the location-exclusive drink. This bar has no special drink that you can't get at any other bar. That is where my idea kicked off.
The bar never had a commercial, a Facebook, YouTube, or Instagram ad. That is when I got the idea of creating a 10-second clip for the bar. Something quick to put into the ad section of the platform. Most ads are skipped if they are long enough, but the platforms would allow for 5-second or 10-second ads to be unskippable. So I considered using these 10 seconds to get a jingle stuck in the viewer's head. Just like 5-dollar-footlong, Empire Carpets, J.G. Wentworth, KitKat, and McDonald's are fine examples of establishments that had jingles stuck in the viewer's minds. I wanted to replicate the idea.
Making The Logo
XS Energy Drink is a current beverage not related at all to the establishment, I just used it for this concept. The logo for XS is very rugged and shows off a wild-thing font for energy.
Since I was rebranding an existing drink to fit with a new aesthetic, I would need to change the way the logo looked. I wanted to give the feeling of a tropical getaway. Having palm trees and waves be recognizable marks.
After the sketch would be touched up using Adobe software, I wanted to prepare for the camera shots. But most of my shots involved multiple bottles. Rather than have multiple bottles with the same look and color, I decided to expand the concept more and give the drink multiple flavors to show off.
Making The Scene
I would print the label designs on glossy vinyl sticker paper, and apply them to blank bottles. Add food coloring to give the different flavors their own vibrant identity.
My first idea was to have a bottle floating in a can-sized float. I also gathered shots of the bottles in pairs, and all 4 together. In some shots, I wanted the fruits represented in the flavors to be in the shot. I wanted sea shells to be included in the sand.
I arranged the scenes based on my sketch ideas. The sun and sky were very cooperative for the shots I wanted to get. I would edit the shots to increase the contrast and brightness to make up for the cloud cover. I chose the last clip to use for my project. Due to the empty spaces on the left of drinks. I thought it would be a good space to add text and logos.
The Video
Adding the lyrics in the empty space of the shot. Changing the color of the text to match the lyrics.
The video mockup captures the last moment of the clip. This could also be used as a poster.
The final result. Showing bottles on the shore of the beach. The left side of the screen shows lyrics to the jingle playing during the clip.