One of the reasons we love 3D technology is that it allows a lot of creative freedom. And because it’s a win-win for everyone included. While impressions are still fresh, we would like to share our recent engagement, a 3D rendering marketing project for a craft beer project. We enjoyed every step of it!
This amazing visual is not a still frame from the latest anime movie. It’s the result of a successful collaboration between Dead Pixel Studio and a craft beer brewer Niko Čučković who runs his own Maskeron beer brand. Niko happens to be a champion brewer and the only European brewing buddy of the world-renown Yakima Valley Hops Farms Last year his Dubrovnik- based Maskeron brand collaborated with Zagreb-based Pulfer Brewery to produce Death by IBU, which was rated as best 2020 Croatia’s beer by the world’s No1 craft beer platform RateBeer.
A few months ago Niko approached us with a proposal for a 3D rendering marketing project. A designer by vocation, he wanted to use the most sophisticated 3D visualization technology and CGI know-how to market his newest batch of Hoppyfornia beer that is going to hit Croatia’s pubs and restaurants this summer. Needles to say, we jumped the wagon and happily accepted the challenge!
3D RENDERING OF A STORY IN A SINGLE FRAME
How can 3D rendering showcase the subtlety of aromas and unique craft beer formula in a single image? Is CGI able to convey the carefully chosen mix of hops, malts, and yeasts? Can it show how these precious ingredients are brewed with love, precision, and patience? Finally, how to portray the end result, the taste, the pleasure? How does 3D visualization make the customer “see“ and “feel“ the product?
This kind of challenge differs from creating a 3D visualization of a house or great interior design. However, the project phases and steps are pretty much the same.
LOVE FOR VISUALS AS THE SHARED GROUND
As it turned out, Niko is not only a brewmaster but also a graphic and product designer by vocation. He designed most of his beer labels and social media visuals. He’s also an avid collector of limited series rock posters. Seeing that we share a common ground and love for visuals was a brilliant start. As a professional designer who’s aware of the technological developments, Niko wanted to take advantage of top-notch 3D rendering marketing for his latest brew.
3D RENDERING MARKETING BUILDING BRICKS: SKETCHES, MOOD BOARDS, AND STORIES
3D visualization for architects or interior designers includes mood boards, color palettes, photos of terrain, or referential sketches. The case of the 3D rendering marketing project for Hoppyfornia was special in this regard. The first thing we had to do was to explore the universe of homebrewing and craft beers. And we’re not talking tasting, though we wouldn’t mind it 🙂
The craft beer community is a beast apart. It’s all about innovation, networking, and collaboration. Most people are unaware there’s nerdiness and a scientific streak about it. Just think about all those various sorts of hops. Then there’s the chemistry of brewing and safety procedures, as well as ecological standards in hops and yeast cultivation. But there’s also a resilient communal spirit and lots of cultural cross-referencing, accompanied by an ever-evolving and creative lingo. In short, for craft beer aficionados every craft beer is a story on its own.
Atop all that, the craft beer community is very much steeped in its subcultural roots. Playful mixing of recipes, anecdotes, stories, iconic symbols, comics’ and historical references comes naturally to these folk.
Here, the direction for our 3D rendering marketing project became crystal clear. We needed to conjure a story. A true magic: somewhat surreal and yet very immersive image that will tell the story of a beer that goes by the name of Hoppyfornia. In a single glance.
3D RENDERING IMMERSION: SOAK UP THE SUN, DELIGHT THE PALATE
Now, the time came to consider the basic features of the product itself.
Hoppyfornia is a full-flavored homage to the old-school, West Coast, Californian IPA (India Pale Ale) style of brewing. Its prevailing aroma is hoppy, with hints of pine resins, dark jam, and citrus. The overall result is clean and crispy, innovative and traditional at the same time.
Upon learning all of this, our 3D rendering marketing project began to take concrete shape. The irresistible charm of 1970s sun-drenched Venice Beach, endless Californian summer, and funky skate pools drew us on. The initial sketches were reborn as genuine 3D rendering.
We included the iconic Californian elements. The famous skating death loop tunnel took a form of a beer can. (Or vice versa :-), whose emerald luster suggests the „unapologetically hoppy“ aroma of Hoppyfornia. Of course, we planted the magnificent West Coast palms. A lot of attention was paid to the lighting and reflections, the crucial features in every 3D visualization. We contrasted the coarse grey concrete skate pool at the base with the shiny beer can/tunnel reflecting the dusky, yet open Californian sky. Then we added the molten gold of “IPA beerfall“. The glowing liquid is pouring out of the giant beer can/tunnel, outshining the last gleaming of Pacific sunset and announcing an exciting evening. A nimble skater – intentionally rendered in a comic strip style – has successfully pulled yet another death loop. It’s time for chillout. An uber-cool experience, Hopppyfornia-style.
AND NOW, CROSS PLATFORM UTILIZATION
Through this collaboration, we never lost sight of the ultimate aim: to create a versatile and stunning CGI for cross-platform marketing.
Using the same high-quality 3D content across multiple platforms results in significant cost savings.
CGI can be easily adapted to a whole range of marketing materials, used on social media and elsewhere. Top-notch 3d renderings do take your marketing camping to a next level, both by their impact and versatility.
There is no need for setting up a photo session or wait for the right conditions to come together. There is no need to fly to another continent or suffer any physical limitations to your vision and creation. All 3D renderings can be customized in any way you desire. What’s not to like?
