Open
your Pilsen paradise!
Pilsen is not just beer...
your Pilsen paradise!
Pilsen is not just beer...
The city of PLZEN is famous for its traditional beer industry. People abroad often perceive Pilsen only as a beer brand and have no idea that it is also the eponymous city in the Czech Republic.
Creative director Petr Hanousek approached me with the idea of realizing a motif that would literally cut through the experienced perception of the city. "Pilsen is not just beer", "Open up Pilsen", "Open up your Pilsen paradise !" the idea of a didactic cut with a pint of beer was on the table and displaying other overlooked treasures of the beautiful city.
As part of the ECOC 2015 (European Capital of Culture) promotional campaign, I worked on the realization of the key visual, an animated jingle and several illustrations with the theme of the Czech city of PLZEN. It was a very interesting and creative collaboration.
PRODUCTION / TECHNIQUES
I chose a classic Czech pressed glass pint glass with typical round "sponge" mouldings, which correspond with the Pilsen 2015 logo. I was inspired by the design, which was designed in 1972 by ac. sculptor. The beer pints designed by Jiří Brabec (1933-2005) from 1972 to 1981 were still widely used in Czechoslovak pubs in the 1990s. In and around the pint itself there are a number of motifs and symbols that took many hours of studying the realities, photographs of places and the relationships between them. You can see a full list of motifs in the picture legend below
MOTION DESIGN CLIP
The short animated jingle was also a derivative of the key visual. I used 3D motion design animation techniques to move the static scenes of the 3D visual. The short animation sequence introduces the cultural content and attractions of Pilsen 2015. From the Baroque architecture of Pilsen, to the beer festivals, to the new cultural centre DEPO 2015, which was born during the Pilsen title, it still hosts very interesting events and has become a natural industrial centre for culture and creativity.
Overall, it was a very interesting and creative collaboration and I am glad that I could participate in this project and contribute my bit to the promotion of Pilsen and the Czech Republic.
