4/6/2025
A New Gold Standard
This wasn’t just another promo. Up until now, most of my work was still described as “tiktoks”, and the main focus for people were the views. At the time they were not fully seen as ads just yet.
While that got me noticed, it also boxed me in a bit.
I knew I had more to offer so I built this ad as a way to break out from quick promos.
This was testing how to blend my own creative voice with an established brand. It’s easy to go over board. (Pun intended :]) It’s also wayy too easy to play it safe.
But the real magic happens in that inbetween space where creativity enhances a brand, instead of overshadowing it.
I wanted to show clients what it looks like when art direction, sound design, and motion are all blended together.
Crafting around their product, but elevating it with Nexus Hue's vision. I help brands hit a new gold standard, and then go beyond it!
The same way Proximo Spirits aimed for “THE NEW GOLD STANDARD in spiced rum thanks to its superb taste”
This was my way of creating a new perspective for my work & aiming for...a new gold standard lol
Kraken Rum Lore
The Kraken's New Gold Spiced Rum has an ongoing theme of the Kraken taking back it's treasure from pirates who try to steal it. The story for the Gold Spiced Rum goes like this:
"Aged in the Kraken’s very own keep, The Beast has kept this golden treasure all to itself. Sinking any sailor foolish enough to try and plunder it’s bounty, this gold spiced rum has remained locked away for years…until now. Get your tentacles on a bottle while you can…
Kraken gold rum
Kraken Rum BTS
The Kraken Rum Crew
Although you mostly only see 1 pirate & Captain Bellamon, there was actually 2 more pirates in the video. One of them was stabbed with a harpoon & is hanging from one of the Kraken's tentacles. The other one fell off the ship's mast and is hanging from an anchor rode. I was aiming for absolute chaos as they fight the Kraken to steal it's treasure! Amidst all the chaos, I wanted to create harmony with the music working alongside the animation. Like matching the beat to explosions or objects like the cannon ball landing right on beat.
Music Driven Animation
The atmosphere was inspired by the music I mixed. The music was meant to be my own take on the soundtracks from Pirates of the Caribbean. Using choir samples to emphasize the biblical scale of the Kraken! I made a couple different versions of the song. They served as my storyboards for daydreaming about the scene while working on the animation. Some of these versions took very drastic turns. One version took the direction of going into the water and sinking along the shipwreck until you reach the bottom where all the gold and treasure is at.(That was the original location for the bottles)
Visual Design Reflecting Flavor and Brand
I wanted to promote the flavor of their rum in a way that works along side their current marketing. They describe their drink as:
Flavors of molasses and dark spice fade into caramelized sugar, with a slight finish of toasted oak and vanilla.
Proximo spirits
To represent the dark atmosphere and the flavor of "Toasted Oak" I added a lot of burning wood debris from the shipwreck. You can see it flying out from the initial explosion & burning in the background as I orbit the product.
With notes of cinnamon and vanilla, this bounty goes down smooth…like a ship to the bottom of the ocean.
Kraken Rum
These flames also helped represent the cinnamon spices in the rum. All the gold and treasure is there for the name of course. Since the story states that the rum gets it's taste form the Kraken's gold treasure getting infused with the drink.
Why It Hits Different
This project was more than just a test. It's an artist statement! An example of how branded content can be elevated through intentionally blending design, storytelling, and music all into one!
Aligning visuals & sounds with Kraken Rum’s marketing! This advertisement not only promotes the product but also aims to immerse the viewer in its world.
If you’re looking for bold, artistic advertising that stands apart from boring promos, let’s connect! I’d love to collab and help you create your next creative masterpiece!
