Dr. Pepper
Hermit Crab
Deustch tells a tale of unrequited love for Dr. Pepper with the help of a CG hermit crab created at The Mill. Directed by Simon McQuoid of Imperial Woodpecker, ‘Hermit Crab’ sustains the brand’s message that it’s always better to be one of a kind.
Director:
Simon McQuoid
Production Company:
Imperial Woodpecker
Agency:
Deustch
Simon McQuoid
Production Company:
Imperial Woodpecker
Agency:
Deustch
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It’s love at first sight for this shell-sized admirer, but he quickly realizes the only way he’ll be noticed is by setting himself apart. With a little quick thinking and a shiny new accessory, he does just that.
When creating the CG hermit crab and seamlessly incorporating him into his surroundings, VFX Supervisor David Lawson led The Mill team in working closely with Simon and Deutsch. Dave comments, “It was a fun collaboration from the beginning, deciding how we’d shoot our hero crab and perfecting the sand around him. That was one of the big technical achievements: getting the CG sand to look realistic and integrating it into the landscape. It was a great process working on set with Simon and our DP, Roman Vasyanov, and later in the edit with Frank Effron.”
See more Dr. Pepper work by The Mill.
See more Dr. Pepper work by The Mill.
CreditsCredits
Agency
Agency: Deutsch
Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Brett Craig
Creative Director: Ryan Lehr, Erick Mangali
Art Director: Chris Adams
Copywriter: Ross Cavin
Director of Integrated Production: Vic Palumbo
Creative Director: Ryan Lehr, Erick Mangali
Art Director: Chris Adams
Copywriter: Ross Cavin
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Megan Meloth
Music Director: Dave Rocco
Group Account Director: Adam Graves
Account Director: Helen Murray
Music Director: Dave Rocco
Group Account Director: Adam Graves
Account Director: Helen Murray
Account Supervisor: Kyle Webster
Senior Account Executive: Kate DeMallie
Account Coordinator: Alex Neiman
Chief Strategic Officer: Colin Drummond
Group Planning Director: Mitch Polatin
Account Planner: Adam Rachlitz
Senior Account Executive: Kate DeMallie
Account Coordinator: Alex Neiman
Chief Strategic Officer: Colin Drummond
Group Planning Director: Mitch Polatin
Account Planner: Adam Rachlitz
Production
Production Company: Imperial Woodpecker
Director: Simon McQuoid
Executive Producer: Doug Halbert
Producer: Anita Wetterstedt
Director of Photography: Roman Vasyanov
Editorial
Editing Company: Cut + Run LA
Editor: Frank Effron
Edit Assist: Sean Fazende
VFX & Design
VFX & Design: The Mill
Senior Executive Producer: Sue Troyan
Senior VFX Producer: Kait Boehm
Shoot Supervisors: David Lawson, Adam Lambert
VFX Supervisor: David Lawson
VFX Supervisor: David Lawson
Creative Director: Phil Crowe
2D Lead Artist: Jake Maymudes
2D Artists: Brett Lopinksy, Daniel Lang
3D Artists: Blake Guest, Kelvin Liang, Phil Mayer, Michael Kash, Steven Olsen
Production Coordinator: Daniel Midgley
Colour
Executive Producer, Colour: Thatcher Peterson
Colour Producer: Natalie Westerfield
Colourist: Adam Scott
Production Coordinator, Colour: Diane Valera
Music
Licensed: Nelly “Hot in Here”
Composed: Massive Music