7Up is the original lemon & lime soda drink. The campaign idea out of the London creative agency was: what would the refreshment and clarity of 7Up look like in a Zero Gravity environment?
then how does one start?
One assembles an awesome team. One researches. One storms brains. Weightlessness brings you from NASA to MIT, from Sonic Levitation to Hollywood action sequences. Our world suddenly revolved around explosions, immersions, droplets, globules, fizz, slices, wedges, cubes and vortexes.
A world was to be designed that reflects the 7Up’s brand values and reflects the refreshment and transparency. Every shot was designed and laid out in a detailed shooting board. We set ourselves the near impossible task of filming all shots in camera, including weightlessness, time-slice technology and many other gravity-defying impossibilities.