The Kraken Rum

In a departure from the 2D woodblock print style of previous spot efforts, the new, entirely CG :30 commercial for The Kraken Rum directed by Tim Miller of Blur Studio provides a visceral portrayal of the legendary sea creature for which the Caribbean spiced rum is named.


Having seen Blur Studio’s standout work on The Girl with the Dragon Tattoo opening titles, ad agency Dead As We Know It approached the prolific production studio to create equally compelling visuals for The Kraken Rum. Using the inky liquid aesthetic as a jumping off point, Director Tim Miller crafted the spot, which features a violent kraken attack, that still maintains a sensual, inviting and mysterious feel. Only seen in quick, frenetic close-ups, the kraken was designed with reference to actual octopus tentacles and eyeballs for a photo-real look to the movements and destruction. Blur began working on the project in July 2013 and delivered two and a half months later.


“Blur was not just the right company to pull off this piece, but the inspiration. Their skills and artistry allowed us to create something that was dark and horrific, while at the same time luxurious and sexy,” said Mikal Reich, Executive Creative Director, Dead As We Know It.





Client: Proximo Spirits

Senior VP Marketing: Elwyn Gladstone

Marketing Manager: Kristin Shirtz



Agency: Dead As We Know It

Executive Creative Director: Mikal Reich

Creatives: Ella Wilson, Charmaine Choi, Kirsten Larson, Andrew Kay, Jesse Adelman

Senior Producer: Kirsten Larson



Animation, VFX & Design: Blur Studio

Director: Tim Miller

CG Supervisor: Jerome Denjean

FX Supervisor: Kirby Miller

Producer: Tiffany Webber

Executive Producer: Al Shier

Layout Supervisor: Franck Balson

Character Modeling Lead: Mathieu Aerni

Character Modeling: Alessandro Baldasseroni, Daniel Garcia, Chris Grim, Alex Litchinko, Jesse Sandifer

Rigging Supervisor: Jeremie Passerin

Rigging Development TD: Enoch Ihde

Rigging Lead: Jennifer Hendrich

Rigging: Steven Alley, Justin Callanan, Brent Wiley

Animation: Isaac Fernandez, Jason Hendricks, Bryan Hillestad, Nick Whitmire

Cloth Supervisor: Jon Jordan

Cloth Lead: Luis Lopez

Cloth: Justin Callanan, Don de Castro, Tyler Fox, Dyllan Lu, James Marcus, Lennon Montejo, Jace Timmer

Environment Modeling: Jinho Jang

Prop Modeling: Zack Cork, Colin James

Lighting and Compositing Lead: Colin James

Lighting and Compositing: Simon Blanc, Darren Butler, Peter Wildman

FX: Brian Alvarez, Matthew Benson, Wayne Hollingsworth, Matt James, Matt Radford, Brandon Riza, Brandon Young

Technical and QC: Jennifer Hendrich, Jon Jordan, Luis Lopez

Concept Design: Leopard Snow

Production Coordinator: Jessie King

Production Assistant: Amanda Powell

Tools and Scripts: Brendan Abel, Jeffrey Beeland, Mike Hendricks

Programming and Systems Administration: Jeremy Donahue, Paul Huang, Matt Newell, Duane Powell, Perry Randall



Finishing House: Artjail



Company: Yessian

Executive Producer: Mary Ellen O’Brien, Marlene Bartos

Music Track License: “Beyond the Sea”

Song Writers: Jack Lawrence, Charles Trenet, Albert Lasry

Performer: Bobby Darin

Publishers: Range Road Music, Inc., France Music Corp.

Label: Warner Music Group



Company: Jafbox Sound

Designer: Joseph Fraioli



Company: Heard City

Mixer: Keith Reynaud


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