2024
Client: Jelen Pivot
Year: 2024
Agency: Chuck Studios
Project: strategy and film production
As the Strategist and Art Director for the Culinary Identity of Jelen beer, Serbia’s oldest beer brand with over a century of heritage, I had the unique opportunity to lead a transformative project aimed at elevating the brand’s quality perception. When Molson Coors approached us for assistance, I was excited to dive into the challenge.
Our strategic direction, which we named “The Antler Splash,” was designed to embody the essence of Jelen beer. The stag, symbolised by the brand’s logo, became central to our visual identity.
My goal was to create a distinct visual language that not only communicated the brand’s values but also captured the energetic essence of the product. This involved crafting dynamic imagery that showcased the movement and splashes of beer in an engaging way.
Working with my partner in crime Ximena Pineda, at that time Copywriter at Chuck Studios, and under the wise supervision of the all-stars Olaf van Gerwen and Gert Jan Timmer, we analysed the brand and its competitors before identifying creative routes that would set Jelen apart. Once we decided on our strategic direction, we began the production process, utilising CGI to bring our vision to life more efficiently. This collaboration with STORM allowed me to refine our concept into a stunning visual narrative.
During production, I focused on ensuring that every detail was perfect. I designed together with the Director and liquid specialist Erik de Koning nine vibrant liquid shots that captured the energy and excitement of the beer pouring, using cutting-edge technology like the Bolt robot and Phantom camera for mesmerising slow-motion effects. Collaborating with esteemed beer stylists allowed us to meticulously control every aspect of the shots, from the foam to the droplets, ensuring a polished final product.
Post-production was a smooth process, as I worked closely with Chuck Studios’ in house talents and with the agency to ensure that our tabletop segments and the iconic Antlers Sequence shone through. We framed all visuals properly to adapt seamlessly across various social media platforms. The culmination of our efforts was immensely satisfying; we celebrated with ice-cold Jelen, proud of the dynamic identity we had created.
Our collaborative work not only revitalised Jelen’s brand presence but also set a strong foundation for its future communication strategy.
credits
Director: Erik de Koning
Creative Director: Olaf van Gerwen
Art Director: Stefano Crose
Copywriter: Ximena Pineda
Producer: Ellen Timmer, Didi Stoepman
Account Manager: Gert Jan Timmer
