Project:
7-Eleven 'Seven Cups Free'
Created entirely in quarantine from start to finish, 7-Eleven’s latest campaign finds the viewer floating through a dreamlike space, triumphantly leading to our heroically featured items across multiple crafted films.
Lighting, architecture and stripes all work in unison as we pass shelves filled with monochromatic products in a forward driving momentum, revealing the most coveted of refreshments in all their high-def, slow motion, 7-Eleven glory.
Production Company: Scholar
Director: William Campbell
Managing Director: Christina Roldan
Executive Producer/Line Producer: Nic Barnes
Head of Production: Ryan McLaughlin
Design & Animation Company: Scholar
Creative Director: William Campbell
Managing Director: Christina Roldan
Executive Producer/Line Producer: Nic Barnes
Head of Production: Ryan McLaughlin
Senior Producer: Amy Fahl
Production Coordinator: Tommy Petroskey
Designers: Joon Lee, Nathan Leung, Brandon Smith, Marc Smith, Mike Tello, Javier Tomassi
3D Animator: Matt Berenty
3D Generalist: Nathan Leung
Flame Artists: John Budion, Carmen Maxcy, Susanne Scharping
Storyboards: Mark Yates
Editorial: Scholar
Editor: Jason Webb
Telecine: The Mill LA
Colorist: Matt Osborne
Producer: Blake Rice
Music Company: Music and Strategy
Voice Over Talent: Matt Giroveanu
Audio: Rob Fielack, Plush
Client: 7-Eleven
Agency: 360i
Process
THE GOAL
We wanted to create a deconstructed 7-Eleven store where every element is ultimately in service to lead your eye toward a collection of heroic, larger than life products including steaming cups of coffee, rich espresso and the iconic bubbling, ice-cold Big Gulp.
THE APPROACH
Up against a compressed timeline and pandemic, we concepted and designed our set and all creative elements at breakneck speed, ensuring we only presented designs, textures & elements for approvals that could physically be sourced and built on time within our crew’s isolation pods.
Shot entirely remotely with the help of an intricate camera setup attached to the end of a robotic tracking arm, the advanced technological approach to this project showcases just what is possible in quarantine production.
THE RESULT
Our seemingly effortless single shot films take us on a journey through a beautifully designed physical set with all white walls, shelves and products where the only color are our branded lines, 7-Eleven products and brand logo. A highly successful simple looking yet complex quarantine production.
