Creative production agency Avocados and Coconuts has recently delivered a spirited commercial for Juice Shop, a renowned organic juicery introducing its new line of sparkling tonics.
The lively spot, titled “Cheers,” directed by Matthew Palmer, captures the essence of Juice Shop’s “drink with a purpose” while infusing it with punchy humor through a playful comedic take on a classic lifestyle montage.
At its core, “Cheers” radiates the captivating essence of Juice Shop’s latest sparkling tonics. The narrative follows a couple whose ordinary day takes a whimsical twist when the simple act of clinking their Juice Shop tonic cans propels them out of their apartment and into a chaotic, high-energy montage.
With each “Cheers,” the couple finds themselves transported to various locations, each brimming with escalating degrees of absurdity, such as enduring a face tattoo or outrunning a train. Seamless transitions and dynamic camera angles imbue the viewer with the whirlwind energy of the spot, culminating in one person returning safely to the apartment while the other remains ensnared in the surreal montage. Watch below:
REELated:
“We had such an enjoyable time working with old friends on this super fun project,” shared Charlie Gulick, Founder of Juice Shop. “The playful and transformative experience expertly captured the holistic and fun nature of the Juice Shop tonics. We are incredibly grateful for the opportunity and certainly the result.”
Shot against the vibrant backdrop of Cape Town, South Africa, the fast-paced spot not only showcases Juice Shop but also draws attention to the picturesque locales of an often overlooked city. From serene beaches and lush forests to lively dive bars and wellness retreats, Cape Town’s eclectic settings contribute to the captivating allure of the piece.
Dalia Burde, Founder and Executive Producer of Avocados and Coconuts, with her roots in South Africa and a network of local connections, facilitated a seamless production process, allowing the creative team to focus on crafting a compelling narrative.
“We were very intentional with our decision-making,” says Burde. “Taking a project from concept to execution is something we love doing and can do well, at any scale. To be able to do it for a brand like Juice Shop, who is committed to the highest quality ingredients, and has a passion for sustainability that echoes our own, made this project a real win-win for us.”
The spot’s visual impact extends beyond its vibrant palette and diverse locations. Swift transitions and refined camera movements serve as the backbone, weaving a clever story that resonates with viewers through Palmer’s signature relatability.
The angles and perspectives adopted play a pivotal role in defining the spot’s visual language. Palmer explains, “We used smaller movements to make the piece feel big. Unconventional upward angles lend a surreal quality. We employed production design, sound design, crash zooms, and VFX to heighten the larger-than-life atmosphere.”
Collaborating with local production partner Motion City Films, Avocados and Coconuts harnessed their creative depth to maximize the project’s scope while staying true to Juice Shop’s narrative essence.
“All of us were committed to enjoying the creation of this spot,” concludes Palmer. “The trust of the client went a long way in affording us the opportunity to be playfully self-aware. We were able to poke fun at ourselves as creatives, while also showcasing the level of dedication and thoughtfulness we bring to any project, including one as lighthearted as this.”
CREDITS:
CLIENT: Juice Shop
AGENCY/PRODUCTION: Avocados and Coconuts
- Executive Producer: Dalia Burde
- Executive Creative Director: Amani King
- Creative Director/Copywriter: Michael Grant
- Director of Photography: Drew Kass
- Production Coordinator: Gabby Occhipinti
- Production Services Cape Town: Motion City Films
- Post Production: Avocados and Coconuts
- Post Producer: Jessica Kenney
- Editor: Hanna Moradi
- Animation and Motion Graphics: Jessie Renda
VFX: Samplistic
COLOR: Mill
Colorist: Logan Highlen
Mix: Sam Costello
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