Crown Royal Bathes in Gold for New Spot Welding Reality with CG Surrealism

Jul. 17, 2023

Crown Royal has joined forces with Anomaly, integrated production company L'ÉLOI, and its director Nik Mirus for its latest campaign.

To mark the launch of 23-year-old whisky, "Golden Apple", the film welds together 3D and studio-filmed content to create a mystical universe, somewhere between reality and surrealism. Featuring extravagant bottles emerging from pools of liquid gold, gilded apples, and curious snakes, it surrounds Crown Royal with emblems of luxury.

Anomaly selected photographer, director, and DP Nik Mirus to shoot the campaign, represented by L'ÉLOI. Making use of his experience in both editorial and commercial content, he sought to answer the agency's brief for a world that feels luxurious, mysterious, and surreal to elevate the Crown Royal brand. To achieve this aura of otherworldliness, Nik worked closely with Baillat Studio in mixing CG and studio footage, combining this hybrid approach with beautifully lit, sensual textures for a touch of decadence.

The challenge of creating scenes that blended both CGI and practically shot elements demanded thorough pre-production work. Testing textures and creating mockups, the teams ensured that they were well prepared when it came to the day of the shoot.

Nik Mirus commented: 

"I love technically challenging projects, exploring new techniques and approaches to making captivating imagery. This campaign is a perfect example of these elements coming together. Ultimately, it's what inspires me to explore more and push the craft further."