He was happy to ad-lib, and those takes really made the experience.” “But once they got in the recording booth, it was all Snoop. The first Californian wine 19 Crimes has created, they needed to incorporate Snoop’s voice, look, tone, style to ensure an authentic animation: “19 Crimes worked with Cashmere to draft a script that felt authentic to Snoop and that aligned with the brand goals,” explains Tactic President Peter Oberdorfer. The idea of Cali Red was born – 19 Crimes’ first California-sourced wine with a true California icon front and center on the label.” Fortunately, Snoop also liked the 19 Crimes brand, and respected that we were the very first wine to bring the label to life through augmented reality. So, we were determined to get a partnership with him. We realized these values are timeless and when we put a contemporary lens on them, the first person we thought of was Snoop. “This came straight out of the brand values – anti-authority/rule-breaking/culture creation and redemption. “The big idea was actually moving from historic figures – Irish convicts that were banished to Australia – to a contemporary personality,” said John Wardley, 19 Crimes Marketing Vice President in a statement. Once again teaming up with innovation studio Tactic – the team behind a multitude of VR/AR brand experiences – 19 Crimes collaborated with agency Cashmere to get the famous artist on board, using photographs to create a virtual CGI avatar of him.
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