Raise awareness and desirability for Bundaberg Red, the smooth variant in the Bundaberg Rum range (Bundaberg is an iconic Aussie brand). Communicate the message that Bundaberg Red is an extra smooth rum.

The spot tells the sorrowful tale of the catfish. With a body covered in 180,000 taste buds, it's doomed to roam murky waters where shoelaces undulate like seaweed and used bandages suffice as food. Meanwhile man, with a mere 10,000 taste receptors, is free to savour the double-distilled, Red Gum tree filtered, 100 proof Bundy Red as he pleases. The initial direction from the creatives, was to make the spot fell as real and tactile as possible. So our directors came up with a crafty approach to achieve this. We built a scaled practical diorama set for underwater sequence, matching the camera moves from our detailed previz. We then animated and composited our hero elements, such as catfish and tongue, ensuring that they felt grounded in this underwater reality/surreality.

The animation of the Catfish was simple yet complicated ... just like his character. Sure he trolls the bottom of the river bed and is subjected to the worst kind of filth. Poor guy. For the character, we needed to design the fish so that even though he is not the most attractive creature he was relatable. Finally as he swims toward the surface seeing the beautiful fruit dangling in the water ... only to cut above water. We know this story doesn't end well. The animation was all done in 3D for both the Catfish and the Tongue.