This project was a true creative collaboration, born in the best of ways. Jelly illustrator Biff originally created artwork in ode to the cult-following coffee brand Dark Art’s London cafe, and when he brought these images to KITCHEN, they had the irresistible urge to bring some life to them in motion, creating a short teaser spot for the brand’s social channel.
Dark Arts loved the short so much that they then commissioned a longer format branded spot to introduce their brand essence more, for use on their site and branded socials.
The ethos of the company and its founders was an ideal fit with director George Coffey of KITCHEN, with the creative briefing including asks like “Can Brad ride his bike and Jamie slam dunk in space…?”
KITCHEN got stuck straight into Storyboarding using the previous teaser artwork as inspiration.
Whilst doing this, they knew they wanted the animation style to feel fluid, fast, and over the top… with loads of energy, encapsulating the brand feeling of “all this in a cup of Dark Arts Coffee.”
You can see a WIP version of the animation below.
Biff then created artwork for the key moments based on KITCHEN’s storyboard, after which KITCHEN started roughing up the scenes using Biffs artwork as the reference, creatively adding here and there as the project progressed with a real collaborative spirit between the brand, designer, and director.
The soundtrack Dark Arts provided by Knight Terror fit exactly the energy KITCHEN were thinking of for the piece and the perfect backdrop to pace the animation to.