Perivale - Canning Soon

Perivale Brewery, the craft beer maker co-founded and co-owned by senior leaders from creative agency Waste Creative, has launched a new animated film to celebrate the fact that its products will now be sold in cans rather than bottles. The promo was developed by Waste and its animation studio This Thing of Ours.

Waste and This Thing of Ours set out to create a one-minute animation to celebrate and communicate Perivale Brewery’s transition from bottles to cans. In order to drive loyalty amongst craft beer fans and existing Perivale customers, This Thing of Ours invited the brewery’s social followers to share their tasting notes on Perivale’s beers on a simple website, which was also linked to via a QR code on Perivale beer bottles.

Customers were invited to upload a description of what they were picturing as they enjoyed a Perivale beer, with contributions including “Diving into a paddling pool full of oranges”, “Chocolate ice cream with huge muscles” and “Spiky crystal blackberries”.

Waste shared these comments with its animation studio This Thing of Ours, which turned the comments into frame-by-frame animations, each one describing the beer’s flavour visually.

The animation studio then had each of the frames printed as individual labels and labelled up around 400 bottles, shooting each one, one at a time, to create the stop-motion animation, called “Perivale - Canning Soon”.

The film also includes original music written by brewery co-owner and Waste’s Head of Strategy Christian Perrins, along with Mike Siddell, Perivale’s head brewer and violinist for artists like Mumford & Sons and Dev Hynes. The track represents five different personalities which all combine at the end, and includes ‘found sounds’ recorded at the brewery itself. This was then all brought together with a final mix and sound design by Howard Whiddet.

The film was directed by Alex Robinson and Jacob Reidy, with photography by Chris Stevens.

Perivale Brewery is a modern microbrewery based on Horsenden Farm in Ealing, West London. Its founders include Waste Creative’s Co-Founder and Creative Partner, Mike Petricevic, and its Strategy Partner, Christian Perrins.