CGI Advertsing / We Are Hero
Pepsi Max
Train Of Thirst
Jumping on the CGI trend, We Are Hero aimed to create a CGI ad for Pepsi Max, signaling the arrival of the new CVI for Pepsi in Copenhagen. During our brainstorming, we noted the importance of combining Danish visual markers with the essence of “arrival of something new and big.”
We wanted a spectacular yet believable, SoMe-friendly, short-format CGI ad while communicating the arrival of Pepsi Max. What better way to signal the arrival of Pepsi in Copenhagen than by depicting a spectacular train of giant Pepsi Max cans arriving at the iconic Nørreport Station…
Maximum impact
We called the concept 'Train of Thirst'—and Pepsi was immediately on board (pun intended).
Our goal was to find a sweet spot between 100% unsurprising realism and 100% 'well, this could obviously never happen in real life.'
We wanted something spectacular but improbable, yet totally possible.
Maximum creativity
The simplest ideas are usually the best, but not necessarily the easiest—and “Train of Thirst” was no different.
To achieve the highest degree of realism, reflections, and lighting, we opted to recreate Nørreport Station digitally by 3D scanning the entire station. From the shot, we noted vital camera settings, which helped us in the camera tracking process.
The 3D scan of the train station also allowed us to match and place lights in the scene much more accurately.
Maximum visuals
Of course, we also had to create the new Pepsi Max can from scratch, which served both as posters for the CGI ad and as appetizing production stills.
Pepsi Max
train of thirst
