How Nice Shoes Made Modelo Beer Glow

Two campaigns, two directions, and one Nice Shoes team working behind the scenes to bring it all together in collaboration with the teams at Townhouse and Grey. In post-production, where deadlines are short, and fires run hot, the Modelo Oro and Modelo Chelada campaigns were a breath of fresh air. "This job went so smoothly, it was almost surprising," says Gavin Guerra, Nice Shoes VFX supervisor who led both projects. 

Lauren O’Driscoll, executive producer at Townhouse/Grey, puts it nicely, “I’ve worked with Nice Shoes multiple times over the course of my career. Nothing is ever too big of a problem for them to solve, and they are always coming up with solutions that blow my teams away.” It's this blend of trust, collaboration, and relentless problem-solving that sets Nice Shoes apart, making every project not just a task to complete, but a fun evolving project at every turn.

This success story highlights the advantage of having both VFX and colour teams under one roof. Our teams didn't just ping files across the digital void; they bled into a singular vision. Take a peek into our behind-the-scenes process for Modelo and learn how we worked, what we achieved, and understand why this collaboration was a major win for us.

Modelo Oro: The Glow

The brief was simple, to have the audience always feel a golden mood and generate the mystery of what it feels like to find gold. Modelo Oro wanted to glow. As the industry leans towards practical effects, it's clear there are bounds to what can be achieved on set alone. "The initial footage was good but could be improved. Lenny Mastrandrea, our colourist, balanced it out, providing a solid base for the VFX team," Gavin explains. “Lenny ensured the Modelo branding remained prominent, even in challenging lighting, laying the groundwork for our VFX team to enhance the glow effects.

This level of teamwork was consistent across both Modelo campaigns, showcasing a fluid exchange between color and VFX that made the complex seem effortless. "Lenny's ability to push the limits and refine the footage gave us the best starting point for our work," Gavin notes, praising the collaborative spirit.

Our team wasn't content with just meeting expectations; they poured their hearts into exceeding them, dedicating themselves to the craft to ensure every frame didn't just look good but felt real and alive. Lenny described his process: "Frame by frame, I graded the spot so that it aligned fully with the creative vision." This was key in capturing the essence of Modelo. 

Modelo Chelada: A Splash of Colour

The colour for Modelo Chelada called for an analogue look with high saturation and high contrast to give it a poppy, colourful feel. Gene Curley led the colour grading, defining the campaign's vibrant look, while VFX artist Tyler Whelan managed scene transitions and detailed retouching to make the products stand out. The outcome was visually stunning. “In post, Nice Shoes was willing to do tests before we locked picture to help ease the stress of the unknown and the result was a visually beautiful, eye-catching body of work,” Kelsey Longo, senior producer at Townhouse/Grey.

The Power of Collaboration

So, what's the secret sauce behind the success of these campaigns? Trust, baby. It's all about trust. It’s not just about working together; but about how you work together. The teams could speak openly, share ideas freely, and build on each other's contributions, creating an environment where ultimately creativity was king.