Beck's, The Bitter Awakens

Hardcuore was given the challenge of creating an appetite-appeal film for Beck's beer that enhances the entire packaging design through music. The main goal was to produce a beer film unlike anything that had ever been done before.

We created and directed Beck's first Brazilian film, 100% focused on the product, showing in detail what makes the brand unique.

Read more about this project

In the search for something that would connect the two universes (music and bitterness), we found the concept of cymatics - the study of waves or visible sound.

All liquid scenes were filmed using visual engineering, and packaging scenes were filmed in 3D.

In addition to digital, the film generated OOH communication developments, with pieces spread across different parts of Brazil.

See our works

Film
Design
Communication

Much more than a movie

We created and directed Beck's first Brazilian film, 100% focused on the product, showing in detail what makes the brand unique. The main objective was to produce a beer appetite appeal film unlike anything that had ever been done.

With the freedom to propose an original vision, we put into practice the idea of the project: to unite and translate the pillars of music and the characteristic bitterness of Beck's through sounds and images.

In the search for something that would connect the two universes (music and bitterness), we found the concept of cymatics - the study of waves or visible sound, which is associated with the physical patterns produced by the interaction of sound waves in a medium, such as making liquids react to sound.

We started designing different paths without much concern for what would be possible to execute, only ideas on paper. We achieved a super realistic 3D look for the packaging. We worked on all the packaging scenes in 3D animation and filmed the liquid scenes. Through visual engineering technology, we achieved incredible scenes. During the process, we used robots, support systems, chroma keyed backgrounds, and even water tanks.

We remotely directed the team that produced the images in New York and, in the end, we were able to transform an appetite appeal film into a sound experience. With mouth-watering photography, chilling sound effects, and very high-quality 3D work, we sensorially translated the pillars of German beer.

Credits

Agency
Production
Creative Direction
Film Direction
HardCuore Team
Visual Engineer and Liquid Shooting