Guinness Gets Back to the Land with “Goodness”

Director Fabrice Le Nezet and the CG team at Optical Arts in London dig into the task of showcasing the importance of bio-diverse and sustainable soil in the making of Guinness.

Fabrice Le Nezet: “We saw this as a unique and creative opportunity to design our interpretation of life underground. Using a time-lapse effect, we see the soil shift over a season, as the crop comes into harvest.

“Even though this story would be impossible to capture in live action, it was important for the film to look realistic. We designed an aesthetic that appears natural, organic, and highly detailed, but more stylized than what would be observed in reality.

“To end the film, we used a play of light and shadow to create a magical yet subtle reveal of the iconic Guinness glass, formed by the undulations of the soil.”
 
Guinness Goodness Optical Arts Fabrice Le Nezet | STASH MAGAZINE

Guinness Goodness Optical Arts Fabrice Le Nezet | STASH MAGAZINE

Guinness Goodness Optical Arts Fabrice Le Nezet | STASH MAGAZINE

Guinness Goodness Optical Arts Fabrice Le Nezet | STASH MAGAZINE
 
Client: Guinness

Agency: AMV BBDO

Production: Optical Arts
Director/Designer: Fabrice Le Nezet
EP/Producer: Hannah May
3D Artist: Thomas Ramboz, Ariel Lu
2D Supervisor: Miguel Wratten
2D Artist: Ben Gallagher
Grade: Martin Pryor

Music: “Earth Air Fire Water” by Lila

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