
Timing is everything. Especially if you are VOLT Studios. The creative post house just expanded their motion design department by adding 3D capabilities, perfectly timed to deliver a terrific brand spot, “Switchel Up,” for Hobby Farmer’s Switchel beverage.
This vibrant creative premieres as part of Switchel’s summer tour, appearing at various music and sports events, including the Olympic Gymnastics Trials, where they will set up a Switchel Mocktail Bar, similar to their recent presence at the Big Ten Basketball tournaments in Minneapolis.
The collaboration between VOLT Studios and Hobby Farmer’s Switchel is deeply rooted in the Minneapolis production and advertising community. Jeff Cerise, founder of Hobby Farmer, has a notable career, including the establishment of the creative agency Secret Agent Man. When it was time to create a new brand spot, Cerise naturally turned to his longtime friends and Switchel enthusiasts at VOLT Studios.
The visual for “Switchel Up” is pop-tastic, reflecting the rock and roll history of Hobby Farmer Switchel. Cerise, the former singer of a band, applied his family’s secret Switchel recipe to keep his voice performing night after night. Over the years, his Switchel developed a cult following among friends and colleagues who appreciated its refreshing taste and immune system benefits. Today, the brand is available online, at retail outlets, public events, and high-end restaurants where Switchel Fizz is a preferred mixer for cocktails and mocktails. Watch below:
REELated:
“I loved just letting VOLT run wild. I gave them our label designs and said you have a license to freak. It’s beyond our expectations – from the design, to the edits, to the music,” comments Cerise. “It instantly elevates our brand image with greater vibrancy than we imagined. That’s the beauty of trusting creative partners, and a tribute to their team.”
Behind the Scenes
For VOLT Studios, the collaboration was rewarding on many levels. From direct-to-brand creative ideation to harnessing the power of 3D animation, they aimed to deliver maximum production value and create a dynamic spot as effervescent as the product itself.
“Our goal was to provide a larger-than-life, punchy, big-brand high-energy feel for a rising star beverage company. Having the opportunity to really partner with Jeff and his team, with the latitude to explore and experiment in the development stage, allowed us to design a variety of options,” explains Motion Designer/Editor Kurtis Benson.
“Ultimately,” adds Creative Director Tom Jacobsen, “we all sought to embody the experience of opening a can – a pop of excitement that has sensory and design appeal.”
“Working in the 3D space meant we could deliver a variety of assets – for social, the web, and print, in addition to the brand spot,” relays Animation Director Mike Nelson. “That’s one of the advantages of working in 3D, and a real advantage for clients looking to maximize their creative. In this instance, our passion for what we do supercharges Jeff’s passion for his incredible product.”
Reflecting on this moment for Switchel, Cerise says: “Our goal is to deliver a product that people really enjoy and also makes them feel good. And in working with VOLT, I know that’s how they feel about what they do. It’s a fundamental and energizing combination.”
“For everyone involved, the campaign is the mark of mutual expansion while still staying rooted in community and genuine collaboration,” concludes VOLT’s Steve Medin. “We thrive on being creative partners – whether it is with bespoke brands like Hobby Farmer or internationally known giants like Target and Subaru. The growth of the motion department comes at just the right time. Or, to put it another way: it’s a refreshing next chapter.”
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