Client
Brapac
Year
2016
Deliverable
Advertisement Film
Role
Writing, Direction and Animation
There are sensations no word can describe.
It all starts with a sound. That precise pshh — that fraction of a second where the pressure escapes — the body recognizes it before the brain has had time to think.
The ambition
With this ad, we wanted to put the experience of refreshment into images. To show what happens inside the body of someone drinking. To trace the path of that first cold sip as it goes down, spreads, and somewhere in the brain, lights something up.
Neuroscience has a word for that: dopamine. We just wanted to picture the incredible effect it produced.
The challenge
The creative challenge was as simple as it was dizzying: to put into images what you feel. That electrical signal crossing the nervous system, the chemical cascade that triggers an involuntary smile.
We entered the human body like unexplored territory.
In the end, we had made more than an ad for a soda.
We had made a short abstract documentary about the dopaminergic response — thirty seconds at the heart of the reward system.