Lightfarm Studios Gives Pepsi a Twist
Pepsi Twist is a little bit sour and a little bit sweet. The drink, introduced in the 2000s, uses a splash of lime juice in every sip to offer a more exciting experience that tickles the senses and excites the palate. That play on flavors is exactly what Pepsi and Lightfarm Studios dove into when creating their latest campaign. In the series of ads a pair of limes, the drink’s mascots, are also a little bit sour and a little bit sweet. Their mischievous nature is hilarious and full of a silly wickedness that appeals to our most sly natures. We don’t have to tell you that there isn’t a huge contingency of limes with legs, arms, and faces running around to photograph, so Lightfarm was the perfect choice to create these characters in a realistic way using a combination of techniques to create compositions that are ultimately as beautiful as they are silly.
Lightfarm is known for their CGI work, but to create beautifully realistic images, sometimes it’s best to combine photography with digital painting. Each of these techniques offers different benefits, and Lightfarm is expert at balancing those benefits. “For 3D images I like the plasticity and the technical challenges that arise along the way,” explains Milton Menezes of Lightfarm. “Photography has greater realism, but also has its own challenges of production, and capturing small details.” By bringing them both together, Lightfarm got the best of both worlds. They began by setting up the compositions using real limes, getting as close as they could to the final result. Then they filled in what couldn’t be captured perfectly on film: the texture of the limes’ skins, color purity, a natural feeling of weight in their appendages. Each technique offered different details that they were able to use to the greatest execution possible.
The results are playful, sometimes with the reminder to not try this at home. Sometimes the limes are working together in reverence for the drink, or executing a fun trick. But other times they’re engaged in pranking each other, whether one is cutting the floor out from the other as he tries to enjoy a drink, or one launches the other on a rocket. They’re exciting and clever fun, a combination that is as refreshing as a sweet and sour drink on a hot day.