Project:
Rockstar Energy 'Focus Social Launch'
Get ready to level up with Rockstar's newest line of Focus fueling energy drinks. This isn't your average energy boost – we've taken it a step further. Say goodbye to those one-dimensional caffeine bombs and say hello to a whole new experience that's all about enhancing the things we love. Whether you're an early riser, a meditation guru, or just have exceptional taste; we wanted to bring your world into focus.
Credits
- Design & Animation: Scholar
- Executive Creative Director, Partner: Will Johnson
- Art Director: Zach Herdman
- Managing Director / E.P.: Anne Skopas
- Executive Producer: Peter Hullinger
- Head of Production: Nicole Smarsh
- Sr Producer: Michael Heil, Andrew Rindlaub
- Designers: Kirt Critoph, Liam Elias, Susie Scheer, Olivia Trotter, Javier Tommasi
- CG Lead: Michael Cafarelli
- 3D Animators: Kirt Critoph, Liam Elias, Vin Kim, Susie Scheer
"A big part of finding each flavors' distinct look was the development of specific camera blurs, film burns and lens effects that when applied to the scene gave it an extra level of realism."
Process
"When we began working on the design concepts, we really leaned into warping and bending light through glass, water, or other materials. While those experiments provided a lot of really interesting ideas, we realized we needed to pull back into a more grounded direction. However, the experiment phase was put to good use as many of the ideas generated were subtly reused throughout every aspect of the final project."
