Grey Goose Essences: The Essences

GREY GOOSE Essences, the all-new line of vodkas infused with real fruit and botanical essences, today unveiled its first campaign film. Debuting April 25th, during the pre-show for Hollywood’s biggest night in film, the 60-second story follows a character who finds herself immersed in a natural world through an encounter with a playful, botanical alter-ego. The encounter quickly develops into a multi-colored duet between the woman and a whirlwind made up of hundreds of thousands of flower petals, each meticulously crafted and rendered through detailed petal and leaf studies. The creative result is a world that straddles both fantasy and realism and brings to life the natural ingredients found in every bottle. The Essences campaign idea was brought to life by GREY GOOSE creative agency MullenLowe LA. The film was produced by UK-based VFX studio Time Based Arts and directed by James Allen, Mike Skrgatic, and Rob Blishen of TBA Studio, known for their award-winning work in film and television, along with music videos for artists such as Kylie Minogue and FKA Twigs. The TBA studio simultaneously overlayed choreography with motion capture and floral simulation, pioneering new processes that led to creative evolutions throughout post-production. Ordinarily an unconventional approach for brand films, both client and agency embraced the experimental nature of the project and discovered things together that could never have been dreamed of. Layer in the challenges of operating a production at scale, under strict COVID-19 protocols, where teams worked in isolation, annotating film and editing remotely, and the outcome is a stunning piece of craft and ambition.