joe & The Juice - The Steak feat. Kevin Durant
Joe & The Juice decided to start the year with an amazing new premium product, The Steak. To top it all off they collaborated with a real MVP to create this amazing new sandwich, none other than Kevin Durant. They tasked Savage Films to create the films, photographs and animations for this spectacular global mixed media campaign. We filmed KD in Phoenix, AZ, designed 3D assets and completed editing, animation, compositing and colour grading in just over a month.
Truly a campaign to remember!
Brief
Joe & The Juice approached us for the global launch of their new protein-filled sandwich, The Steak. They signed Kevin Durant to the campaign but knew we would only have very limited time with him. We needed to create online video content as well as photography and in-app content. Joe & The Juice were keen on a mixed media approach which would place Kevin Durant in a virtual environment such as a sleek locker room.
We came up with a concept and shots that could be executed in an extremely short timeframe. To save post-production time we started designing and animating the 3D environments and assets before the shoot. We proposed to create additional 3D scenes using 3D basketballs which could be used to extend the content a well as to act as standalone visuals. We assembled a crew to film in Phoenix (AZ) and our Director/Producer, Alex Black flew over to direct the project. We set up a green screen studio in Kevin’s garage and as we anticipated that the shoot time might become an issue, we started with the most important shots and captured photos throughout.
Approach
Results
The films and especially the 3D basketball animations were such a success, that the campaign was expanded to in-store video screens, in-store canvases, window vinyls, video trucks in NYC and more. The campaign ran over several months as the company’s flagship summer campaign and attracted significant attention from both the media and customers.
Photography
Print & OOH
Media
