El Rayo - Animation
El Rayo approached Brothers Will with the task of creating a short punchy video that could capture their ethos and introduce the brand to potential investors.
The goal was to tell El Rayo’s story, deliver key information and sales figures, and convey the playful, vibrant energy behind this modern tequila.
Collaborating with young Mexican artists to drive their aesthetic, El Rayo has a passion for design which we wanted to celebrate through a bold and energetic piece.
We began by workshopping ideas with the El Rayo team, to ensure our visions were fully aligned in terms of the high energy levels and jovial tone. After realising the narrative arch of the piece we drafted a script that detailed their journey so far and could act as an invitation to our views.
As the video’s visuals were to be comprised of pre-existing assets, with a mixture of still and moving imagery we drew on a scrapbook / travel-log aesthetic that would compliment the idea of an adventure “from Peckham to Guadalajara”. Meticulously working through thousands of photos and video files, we ensured we found the perfect images to take our audience on that journey.
Creating a rough pre-vis edit at an early stage, allowed us to share our process openly with the team at El Rayo and have an open dialogue with them as the creative progressed. Through this, we could fine-tune the tempo of the piece and discover new ideas, such as the comedic opportunities through pop culture references.
Once we were happy, we began the process of animating the video, adding graphics, transition and movement to bring our still content to life. This approach heightens the visual engagement of the film and reflects the fizzingly high levels of energy at the brand.