Halls XS is not released in the American market yet, but in the UK, its all over the place. Halls is known for being more of a mint than a lozenge, and in this case they wanted to create something super flossy, cool, and fast-paced to appeal to a younger, more trendy audience.
They wanted to focus on their very slick packaging, which was a 3-step "Rip, Push, Pop" process of ingesting. In between the step-by-step method to coolness, and the final refreshing look from the sexy guy at the other end of the nightclub, we animated the package in a way that mimicked the electronic music played over the spot.
Although there was a huge departure from the original motion test, which was much more editorially frenetic and full of energy, we had a lot of fun solving problems to make it more relevant to the client's audience.
Brand New School
Executive Creative Director
Director of Photography