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Electric Theatre Collective Delivers Stunning VFX for Coors Light 'Thirst For More' Campaign

Created by 72&Sunny LA, with VFX by Electric Theatre Collective LA, the adventure-focused spot was directed by Reset's Andre Stringer

Electric Theatre Collective Delivers Stunning VFX for Coors Light 'Thirst For More' Campaign

Coors Light introduces a whole new dimension to its Climb On platform with a fresh 10-spot campaign created by 72&Sunny. 

Inspired by the restless spirit of their fans, Coors brews The World’s Most Refreshing Beer to refresh them for what's next.

Directed by Andre Stringer of Reset, the campaign series is one full of colour, optimism and global adventure. Deft VFX by Electric Theatre Collective amplifies the excitement and the visual spectacle, as showcased in the centerpiece spot “Refresh For What’s Next.”

The crew had to contend with unpleasant weather during the shoot, so Electric Theatre Collective worked hand in hand with 72andSunny and Stringer to come up with augmentations that would bridge the gap between the weather and the perfect Coors palette. With the photography in mind, Electric created environments friendly to the Coors brand via digital matte painting. Mapping allowed them to extend and integrate backgrounds including bright blue skies and snow-topped mountain ranges, as well as a complete rebuilding of the cascading CG watering the spot “Waterfall.” 
Additionally, Electric handled text overlays over various backgrounds, a touchstone throughout the campaign. Collectively, the dazzling effects created by the Electric team pulls the viewer into the high-altitude action and picturesque landscapes, invigorating the scenes to make them pop off the screen. 
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Advertiser: Coors Light

Chief Marketing Officer: David Kroll

VP of Marketing: Ryan Marek

Marketing Director: Cristin Rudolph

CEO: Gavin Hattersley

PR and Social Media Manager: Kenneth Harley

Creative Agency

Creative Agency: 72andSunny LA

Copywriter: Maddie McDowell

Executive Creative Director: Keith Cartwright

Group Creative Director: Galen Graham, Tim Wolfe

Senior Copywriter: David Sullivan

Senior Director: Katie Lambrecht (Film)

Junior Producer: Brooke Casler

Group Brand Director: Jay Kossifos

Senior Producer, Film: Carlin Wilson-Webb

Executive Group Director: Nicole Hasse (production)

Group Strategy Director: John Graham (Paulo Carvajal)

Brand Director: Ryan Warner

Brand Manager: Mercedes Senior

Senior Designer: Nick Marx

Strategy Director: Marc Iserlis

Designer: Brooke Baty

Media Agency

Partnerships Director: (Legal - Amy Jacobsen Andres Recalde, (Coordinator) Marty Cole)

Production Company

Production Company: Reset

Executive Producer: Jen Beitler

Director: Andre Stringer

Producer: Matt MacLennan

Head of Production: JP Colombo


Edit Company: Whitehouse Post

Editor: Brandon Porter and Josh Bodnar

Edit Assistant: Gary Bowyer and Marco Rosas

Producer: Jen Mersis

Executive Producer: Joanna Manning

Post Production / VFX

Producer: Scott Boyajan

Lead Flame Artist: Todd Mesher

3D: Nate Lapinski

VFX: Electric Theatre Collective

Executive Producer: Kate Hitchings


Audio Post Production: Hecho en 72

Artist: Desi Valentine

Mix: Jeff Fuller

Sound Mix: Jesse Herrera, Mike Leone (assistant)

Song: Hit The Ground Running

Producer: Erin Reilly (senior), Angela Scherrah (Junior)


Associate Marketing Manager: Jessica Benchetrit, Marcus Booker