Jason Musante
Global Executive Creative Director at Huge
New York, United States
TitleMake Your Favorite Cold Drinks
Agency
Campaign Keurig Kold
Advertiser Keurig, Incorporated
Brand Keurig Kold
Date of First Broadcast/Publication
Business Sector Small Appliances & Home Accessories
Story Keurig recently launched their new Kold beverage maker with an eye-catching campaign that’s as fun as the drinks themselves. Directed and edited by Brand New School, the campaign, which was concepted and conceived by agency of record Havas Worldwide, is a fast-paced, mixed-media montage of what it’s like to experience the machine and its beverages. Featuring an exclusive partnership with Coca-Cola, Keurig Kold allows consumers to create their own sodas and other soft drinks at home through the use of the iconic Keurig K-Cups. 
The Brand New School team found beauty in the storyboard’s stylized liquids and fractured icy textures, and captured them using gorgeous macro shots as well as stunning slow-motion and stop-motion visuals. Taking cues from the bold colors of Pop art, the designers incorporated the Coca-Cola, Sprite, Dr. Pepper, and other logos of available flavors into the aesthetic language of the spots. The team also found inspiration in installation art, which included filling a 50-foot photobubble with balloons and detonating an explosive in an oversized ice cube.
“Developing the look for a new product launch is simultaneously exciting and challenging,” said director Chris Dooley. “It’s that rare opportunity to help create the first impression of the brand, so it needs to have a strong perspective and be filled with memorable and iconic moments. From the outset, I was keenly aware that I would be tasked with giving this product a voice and a visual personality.” 
Media Type Digital
Length
Group Executive Creative Director
Group Executive Creative Director
Executive Creative Director
Executive Creative Director
ACD/AD
ACD/CW
Co-Head of Production
Executive Producer
Junior Producer
Account Director
Account Director
Account Executive
Chief Strategy Officer
Head Of Planning
Strategy Director
Strategy Director
Strategy Director
Production Company
Director
Managing Partner
Visual Effects Supervisor
Line Producer
Post Production
Creative Director, Brand New School
Designer
Designer
Designer
Designer
Designer
CG Supervisor
3D Graphics
3D Graphics
3D Graphics
3D Graphics
Flame Artist
Flame Artist
Storyboard Artist
Editor
Assistant Editor
Colorist
Head of Production
Supervising Producer
Director of Photography (DOP)

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