The colourful and energetic spot shifts quickly from scene to scene and features a number of artists and dancers performing to an upbeat soundtrack inspired by the ‘Kanduro’ style. The film, capturing people from a variety of African nations including Ghana, Nigeria and Kenya, promotes the cultural significance of Guinness’s new product, which has been brought to life with ‘African Extracts’.

Lead 3D Artist Elizabeth Mitchell explains; ‘The campaign brief was to bring the new Guinness Africa artwork alive. As the ad is so vibrant and fast paced, it was important to present the bold colours and striking pattern design in an exciting way.

The CG tiles had to look natural and organic, like a tiler had placed them all individually, so we animated them in Houdini which helped them to appear as though shot in stop-motion and as if each tile was positioned separately. We tried a few colour variations to display the pattern in the best way, while at the same time still connecting to the real artwork. The biggest challenge was having the rectangular wall tiles break up to construct the curved bottle shape and create an attractive mosaic design.'