Pabst Blue Ribbon is one of the oldest brewing companies in America and in 2021, they wanted to show the world what happens when #CoffeeGoesHard.

The intention for this project was to stay weird and have fun, all whilst showing how enjoyable and edgy coffee gets when it meets Pabst... now there’s a brief with a kick!

We created two animated shorts. For both films, we used the product can as a portal device that blasts our main characters from their mundane lives into the Pabst universe. We wanted to create an instant flipping-the-switch payoff feel to both the films, which are fuelled with raw and contagious energy; highlighting the contrast of life pre- and post-Pabst Hard Coffee.

With a hand-drawn style and vibrant, delicious use of colours, we pushed the fantastical nature of the piece with bizarre and weird changes through the transformation of the worlds. From the main character becoming an all-American eagle to the table becoming a nest and the tiny stool transforming into a bug, this attention to detail makes the short beautifully re-watchable whilst harnessing the edginess of the Pabst universe.