Perivale Brewery, the craft beer maker co-founded and co-owned by senior leaders from creative agency Waste Creative, has launched a new animated film to celebrate the fact that its products will now be sold in cans rather than bottles. The promo was developed by Waste and its animation studio This Thing of Ours.
Waste and This Thing of Ours set out to create a one-minute animation to celebrate and communicate Perivale Brewery’s transition from bottles to cans. In order to drive loyalty amongst craft beer fans and existing Perivale customers, This Thing of Ours invited the brewery’s social followers to share their tasting notes on Perivale’s beers on a simple website, which was also linked to via a QR code on Perivale beer bottles.
Customers were invited to upload a description of what they were picturing as they enjoyed a Perivale beer, with contributions including “Diving into a paddling pool full of oranges”, “Chocolate ice cream with huge muscles” and “Spiky crystal blackberries”.
Waste shared these comments with its animation studio This Thing of Ours, which turned the comments into frame-by-frame animations, each one describing the beer’s flavour visually.
The animation studio then had each of the frames printed as individual labels and labelled up around 400 bottles, shooting each one, one at a time, to create the stop-motion animation, called “Perivale – Canning Soon”.
The film also includes original music written by brewery co-owner and Waste’s Head of Strategy Christian Perrins, along with Mike Siddell, Perivale’s head brewer and violinist for artists like Mumford & Sons and Dev Hynes. The track represents five different personalities which all combine at the end, and includes ‘found sounds’ recorded at the brewery itself. This was then all brought together with a final mix and sound design by Howard Whiddet.
The film was directed by Alex Robinson and Jacob Reidy, with photography by Chris Stevens.
Perivale Brewery is a modern microbrewery based on Horsenden Farm in Ealing, West London. Its founders include Waste Creative’s Co-Founder and Creative Partner, Mike Petricevic, and its Strategy Partner, Christian Perrins.
Christian Perrins, Head of Strategy, Waste Creative and Co-Owner, Perivale Brewery, said: “Craft beer fans are living in the golden age of creativity, with so many striking and delicious products to choose from – so getting their attention is challenging.
“Novelty for novelty’s sake undermines the credibility of breweries, so our strategy has always been to focus on flavour and ingredients – they may be weird but they’re always wonderful.
“We also lean heavily on community – which is why we named the brewery after the area we’re in. Perivale is being built with the people of Ealing, and their sense of belonging has been key to our growth. That’s also why we included them in the tasting notes that resulted in this animation.”
Alex Robinson, Director, This Thing of Ours, added: “The spark of inspiration for this film came from a scene in Pixar’s ‘Ratatouille’ – the one where Remy the rat is tasting his ingredients. As he eats, the animators visualised what he was tasting in simple graphics that popped up next to him. We thought it would be fun to try something similar with Perivale’s own community.
“Working with This Thing of Ours’ talented Jacob Reidy, we designed a unique visual for each flavour and in the usual TTOO fashion we made life 10 times more difficult for ourselves with the process, and took it out of the computer.
“This film is packed full of all the ingredients that make Perivale such a great microbrewery. It’s fun, quirky, a bit silly at times – definitely homebrewed.”
Source: Waste Creative