Hustle Energy Drink
When approached to create the branding and marketing for the newest energy drink on the market, we knew we had to do something completely different from the competition to stand out. So we thought "Hmm, how about we set the promo in a cyberpunk world?" A futuristic world, a world where anything is possible. A world where the energy drink of the future is here, right now. The client said "Why not?" And on I went to write and edit a launch promo from our cyberpunk imaginations. All the visual heavy-listing were done by the incredible talents, Chris & Waldo, whilst I was tasked with building the script and animatic.
Year
2024
Scope
Offline Editor
Additional Scope
Scriptwriter
Client
Nutrition Performance Labs
Category
Product Commercial
THE CHALLENGE
How do you introduce an energy drink into a ring that's dominated by Red Bull and Switch?
You create a new ring set in a cyberpunk world with a bustling source of energy. I only built the foundation of this promo - the rest is due to the incredible talents of Chris Savides and Waldo Buchner.
MY ROLE
Writing the script with shot references and compositions
Editing the animatic for the designer and 3D artist for timing purposes
Create sound bed for the promo to prompt certain animations/movements
THE GOAL
The goal was simple for me. Create the groundwork for a friggen cool promo that introduces the world to the Hustle universe.
WHAT I LEARNED
Learn how to communicate your vision with references from existing media and open the floor to other creative ideas when your brain hits a block. This promo wouldn't be possible without the other great minds on the team.
CREDIT LIST
CLIENT: Nutrition Performance Labs (NPL)
PRODUCT: Hustle Energy Drink
Creative Director: Waldo Buchner
Scriptwriter: Jeanesse "Jae" Martinez
Art Director: Chris Savides
Offline Editor: Jeanesse "Jae" Martinez
Graphic Designer: Chris Savides
Motion Graphic Artist: Waldo Buchner
Sound Mixer: Sudhir Misra
