The Joester Loria Group can’t get enough of our client Mountain Dew’s new “Living Portraits” series. Created by BBDO and Psyop, the 30-second “Living Portrait” videos feature DEW family all-stars including race car driver Dale Earnhardt Jr., pro snowboarder Danny Davis and pro skateboarder Paul Rodriguez. The videos are fun and bold and utilize symbolism to capture the essence of each person. In each spot, the endorsers are seated on stylized thrones and the viewer sees the shot slowly pulling back to reveal incredible details.
Mountain Dew’s “Living Portraits” series is being called one of the most innovative short-form campaigns of this year. Elements within the videos move at different speeds alongside 3D and 2D animation and live action. Fans are encouraged to visit Mountain Dew’s official website to decode the imagery in each living portrait.
In licensing, it is always important for a brand to connect with their consumers and this is another example of how Mountain Dew has been so successful in doing just that.