client
Jelen Pivot
year
2023/24
agency
Chuck Studios
project
work
When Molson Coors approached us for assistance, I was excited to dive into the challenge.
Together with the rest of the Strategy and Creative team, we started defining 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.
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 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, 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 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.
designed with love
