Le Tourment Vert
Online & on-plane ad
Tourment your cocktail
JKW was hired to create a 30 second ad announcing the newly-legalized availability of Le Tourment Vert. Building on the visual identity work of Turner Duckworth, a boring cocktail is “tourmented” by adding absinthe. Ink spatters and sketches reference the favored-by-artists history of the spirit. Otherworldly, glowing colors highlight the louche of the mixed-in ingredients. Everything resolves onto 3D models with lighting changes (and Dan Wool sound design) to set the mood.
The louche
Mixing the ingredients of the absinthe cocktail transforms the clear liquid with milky wisps.
Added dimension
Creating the 3D elements and scene allowed for better lighting and animated movement.
The first absinthe in the sky
One edit of the ad played before takeoff on Virgin America flights, with mood lighting to match.
Tourmented Films
Logo animation
Total immersion
Le Tourment Vert started Tourmented Films as a production company to help independent filmmakers create their visions. Turner Duckworth hired me to tell the story of the logo. Starting with the finished logo, the animation follows the journey of the drop through the ritual of absinthe preparation over a burning sugar cube, ending with the viewer lost in the louching liquid (and Dan Wool sound design), ready to be immersed in the film to follow.
Looking glass
Getting the dreamy lighting and camera move just right required creating 3D assets for the glass and silver straining spoon.
