Guinness 'Dancing Can'
Commercial
Director: Johnny Kelly
Produced by: Nexus Studios
Content Type: Broadcast commercial, stop-motion/live-action hybrid, modular campaign assets
Objective:
Launch the Guinness Nitrosurge device with a bold, character-led campaign
Pay tribute to the brand’s advertising legacy while introducing a modern innovation
Deliver adaptable content for multiple markets and seasonal campaigns
Create a visually distinctive spot that stands out in the broadcast landscape
What We Did:
We collaborated on Guinness’ latest campaign, “Dancing Can,” a playful and modern homage to the iconic 1994 “Dancing Man” advert. This 30-second hero film celebrates the joy of pouring the perfect pint at home using the Guinness Nitrosurge device
Shot on a custom-built set at Yamination Studios in Birmingham, the production blended live-action and stop-motion animation to bring the Nitrosurge can to life. We worked closely with the VFX team to ensure seamless integration between practical and digital elements. The campaign was delivered in two hero versions, one tailored for the Irish market and another for international audiences, with modular assets designed for seasonal reuse across Christmas, summer, and beyond.
From Dancing Man to Dancing Can
Production Approach:
Shot on a bespoke set at Yamination Studios, Birmingham
Combined live-action and stop-motion animation for playful aesthetic
Close collaboration with VFX team to align practical and digital elements
Designed for modular reuse across seasonal campaigns
Deliverables:
Proxy rushes for director review and editorial reference
Full-resolution video rushes from the live-action camera
Stop-motion animation plates prepared for post-production integration
Detailed production notes and continuity logs for VFX alignment
Outcome:
Reinforced Guinness’ legacy of iconic, joyful advertising
Successfully launched the Nitrosurge device with wide audience appeal
Delivered a flexible campaign architecture for long-term brand storytelling
Provided high-quality production assets that streamlined post and enabled seasonal repurposing
