Goose Island is the premier IPA brewer in Canada. They've proven this time and again with each new beer. Now, they are launching a new Hazy IPA, Juice Island. Our goal was to create a campaign animation that showcases the new beer and highlights the pineapple, mango, guava, and orange hops notes. We designed an animated viewer experience that communicated every sip is an endlessly flavourful reminder of why Goose Island is Canada's most celebrated IPA brewer.

Each frame is first roughed in as black and white pencil sketches based on our concept art. It can feel like we are moving backwards, but this is a quick way to work out shapes, timing and movement within the animation before looking at details like colour and audio.