Unpack The Flavour

Panic Lights Up SOURZ by Spinach® Brand With Bold Animated Campaign
The two bite-sized animations position SOURZ as a mouthwatering, full-sensory experience, and the ultimate edible.
Creative studio Panic has teamed up with SOURZ by Spinach® to launch a pair of visually explosive animated spots for its edible gummies, dialing up flavor, fantasy, and full-sensory fun in just 15 seconds flat.
The two animated spots, starring Blue Raspberry Watermelon and Peach Orange, were crafted to reengage SOURZ fans and reignite interest among past customers. Panic’s bold attitude to creative helped cement SOURZ as the go-to gummy in a crowded market by highlighting its sour-then-sweet signature, juicy dual flavors, and iconic S-shape.

The campaign tosses aside the usual cannabis advertising clichés from photorealistic fruit to water simulations. From the moment the rich, succulent, gummy splits open, the animation explodes into action. Viewers are launched into a stylized flavorverse where glossy fruit bubbles float, puffy textures swirl, and vibrant colors swallow your screen.
“Our aim was to create a contrast between slow, fluid movements and dynamic, sudden actions,” says director Roberts Kulenko. “So, the visual direction combines soft, low-detail 3D forms with rich, juicy movement.”
This approach ensured that each film opens with a calm, almost serene vibe before erupting into a kaleidoscope of flavor. After all, these are weed gummies without the taste of cannabis. By blending stylized 3D with glossy textures, floating fruit bubbles, and just the right amount of chaos, Panic delivered a standout campaign that makes consuming SOURZ gummies feel like a party in your mouth.

Panic crafted custom worlds for each flavor, leaning into SOURZ’s visual identity while pushing the boundaries of cannabis advertising.
“We built mini fantasy worlds inside a gummy,” says Panic founder and art director Gints Gutmanis. “Every decision, from texture to timing, was engineered to dial up taste. Our goal was to make eating SOURZ feel like an event. To take this much-loved product and give it an unexpected, cinematic, and downright delicious arena to play in.”
The campaign spots are fizzing with energy, giving you the next best thing to tasting one for yourself.