This ad is for the Korean and Chinese markets who have no knowledge of Guinness or what it looks like. While Guinness might be an iconic brand, with an iconic back-catalogue of advertising in the UK, Ireland and Africa. The exact opposite is true in Korea and China. In this region it’s a new and unknown product. Our brief was to introduce these markets to the liquid in all its glory and show off the unique nature of the Guinness pour with its surge and its settle. And all while doing it in an epic Guinness way.

The art direction challenge was to mimic the pour of a pint of Guinness through choreography. In costume design we had to create lavish, flowing costumes mirroring the complex textures and colours of all the stages and intricacies of a surging and settling pint of Guinness. While at the same time not restricting or hindering the dancers in their movement and wire-work. The cinematography then had to create a painterly world which married the pint and performers together in amber and creamy hues. All the action took place in camera on a giant set. With trans-lights augmenting the space. A lot of wire-work was used to achieve the feeling of a slowly surging and settling pint of Guinness.