Click 3x Creates Visuals For New Dos Equis Campaign

Click 3x provided visual effects design and production services for a new national campaign for Dos Equis beer. Ad agency McCann-Erickson conceived the three 30-second spots where the product's familiar double "X" logo manifests itself in some rather unexpected places. "Ceiling Fan" opens on a young couple as they hustle into their beachfront cottage and flop on the bed. Soon the ceiling fan prompts the woman to run to the kitchen for beer. "Cocktail Dresses" has two guys hanging out at an event at an art museum. The straps on two women's evening dresses spur the guys to go and get Dos Equis beer. Click 3x Flame artist Mike Saz created the transitions from real world Xs to the Dos Equis label by producing an artificial swish pan out of the live-action and into the product close-up. In "The Vibe," two women lying on the beach captivate two surfers. Behind the sunbathing women, two pairs of palm trees are bent to form two Xs. For this spot, Click 3x removed the bottom portions of the trees and replaced them with computer graphics trunks that could be easily bent. "We discussed our approach with Click's team before we left for Mexico to shoot the live action, so we knew they would be able to cut away the forest," said ad agency McCann-Erickson creative director Teddy Stoeclkein. "That gave us a lot of freedom in selecting a location. We didn't have to worry about the background, we only had to find the perfect beach." Click 3x's crew included Karen Grant, executive producer; Mike Saz, Flame artist; and Alicia Powers, producer.

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