Guinness 'Dancing Can'

Commercial

Director: Johnny Kelly

Produced by: Nexus Studios & Yamination 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

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