Working with agency Born Social, ECD Clayton Welham and the CG design team at Found in London, turn the rebrand of Guinness Smooth into a sensory experience with a snappy swirl of effervescence and fluid dynamics.

Clayton Welham: “This campaign is infused with playful kinetic energy and reimagines the brand’s new design for a more youthful audience. Drawing inspiration from underground culture, our film captures bold, expressive movements that encapsulate the brand’s attitude.

“We focused on the product’s tactile qualities, carefully crafting elements such as the texture of the printed label and the effervescence of the liquid. These details combine to create a dynamic, sensory-driven experience across various platforms.
 

“We also employed fluid camera dynamics to flow in harmony with the liquid. This created a consistent motion language tying together the carbonation within the bottle’s exterior form and branding elements.”

 
“Guinness Smooth’s branding is big, bold and vibrant, so we ensured our animation and motion principles brought them to life in big and bold ways with handwritten type cutting through vibrant color particles to echo the energy within.

“We also employed fluid camera dynamics to flow in harmony with the liquid. This created a consistent motion language tying together the carbonation within the bottle’s exterior form and branding elements.

“We controlled the movement of the bubbles using natural fluid motion patterns, ensuring they rose smoothly to the surface as they lost speed. This technique built realism into the sequences, making the bubbles behave as they would in the actual Guinness Smooth liquid.”

Watch the process reel:

 
 

 
Client: Guinness

Agency: Born Social

Production: Found
ECD: Clayton Welham
CD: Chris Angelkov
Design Lead: Kieran Gee-Finch
Designer: Georgi Chalakov, Vincenzo Memeo
Producer: Amy Madden

Audio: Molecular Sound