Project Synopsis
As a direct result of the Cloud 9 film we were invited to help Benecura launch its first product.
The Benecura can, for us, had the potential of a rich and otherworldly character.
Unlocking this persona was discovered through our playful evasion of human involvement with this can. We wanted the can to stand alone as the main character in the story.
Scenes and stills can be seen as appealing to the avant-garde approach to creating, drawing from art history's rules of empathetic viewership and voyeurism.
The energy in frame, from human involvement, was purposefully exaggerated, bold and kept to off-screen (or to hand and forearm) to distill these rules visually.
You can trace these themes back through our initial sketch book presentation pitch, which the client responded to with this:
"Hey y’all!!! This is great!!!!!! The first immediate thoughts is that from the refs you sent, you feel like this has come from a deep well. I especially love the concept of cutting the cans to show what we do in a really cool aesthetically pleasing way!!! Absolutely loving the thought in this" (L Alexander 29.08.25)
