New Get Up,
Same 7up
2023
BUCK partnered with 7UP to UPlift and refresh their brand identity.
We united CG visuals with a bold photographic language, revitalizing the brand across all major touchpoints in a way that feels distinctly 7UP.
Process
We set out to develop a motion identity that reimagines the iconic 7UP brand, turning its recognizable elements into a fresh, engaging visual language designed to resonate with audiences around the world.
We brought this bold and lively visual style to life through a mix of live-action, photography, CG, and design elements, crafting a vibrant and uplifting campaign that gives the 7UP brand a fresh, modern energy.
Refreshing
Sculpture
Flips
Since this film highlights an iconic soda, additional elements—such as ice—were incorporated to emphasize its refreshing and thirst-quenching appeal.
To align the product with the brand's prestige, I designed and animated this shot to add a touch of elegance and sophistication to the film.
To capture the vibrant energy of 7UP, I designed and animated this early test, bringing both the regular and diet versions to life with a dynamic and engaging motion approach.
Credits
Studio
BUCK
Creative Director
Daniel Oeffinger
Art Director
Stephen Bader
Lead 3D Artist
Hogan Williams
3D Design
Cesar Barbosa, Daniel Whitaker,
Hernan Lindenbaum,
Johana Kroft, Josefina Llano,
Ryan Musselman, Wing Sze Lee,
Ylli Orana, Will Burkart
3D Artists
Cesar Barbosa, Daniel Whitaker,
Hernan Lindenbaum,
Johana Kroft, Josefina Llano,
Ryan Musselman, Wing Sze Lee,
Ylli Orana, Will Burkart
Animation
Anthony Enos, Anton Tokar,
Arran Bish, Auron Luxe,
Chris Ribar, Dan Darling,
Duncan DeMichiel,
Jacky Jackson, Jesseter Wang,
Kevin Weber, Marc Steinberg,
Marcio Flausino, Matt Siegel,
Michael Russo,
Terence Ginja-Martinho,
Will Burkart
2D Artists
Vero Gomez, Wooyoung Kim
2026 Daniel Whitaker
