THE BRIEF

Create a product animation that feels activated while in motion by communicating the power with a new, hyperenergetic visual vibe. By using light and movement, we can show the product in an active, energetic state while staying sophisticated.

Using organic molecular shapes, create a more translucent, sophisticated color palette and gradient to show the effective power that G-level electrolytes give us the to propel forward.

From logo to product, the brand generates action internally and externally. The molecules are a dynamic, burst of energy with a hint of flavor.

CREATIVE PROCESS

The idea I had was to incorporate the theme of track and field and how a runner would maintain hydration into this product reveal. The force and energy of the bottle as it crossed the finish line would rip up the rubber track turf before coming to a stand still in a nice lockup.

The technical sounded easy on paper, but the trick was getting the rubber to rip upwards and outwards in a cone fashion and adhere to the bouncy nature of rubber to bring some realism to this animation.
From there it was all lighting and rendering and how to get the animated droplets timed to the end as it settled. The ethereal liquid was also a challenge, because it’s somewhere in-between glass and liquid. Many many versions and tests were conducted to get all of these features to look as they do in the above images. Below you’ll see some of the mechanical tests of some of my thought processes.