Brooklyn-based shop Dead As We Know It was apparently so impressed with Blur Studios’ production work on The Girl with the Dragon Tattoo‘s intro that they used the production company as not just collaborators but inspiration for their new spot for The Kraken Rum, entitled “Black Ink.”
Directed by Tim Miller, “Black Ink” is a departure from the previous 2D woodblock print style Dead As We Know It has used for their spots for Kraken, instead employing realistic 3D/CG animation to show the kraken on the rum bottle come to life and destroy a ship. The kraken in the spot is depicted in quick close-ups that jump quickly from shot to shot, implying the violence and danger of the mythical beast.
To accomplish the more realistic approach, the kraken was “designed with reference to actual octopus tentacles and eyeballs for a photo-real look to the movements and destruction.” This new approach isn’t such a drastic departure from the feel of the agency’s previous work. The shift in style is pulled off very well, and feels more like an evolution in approach than a drastic alteration of strategy. Dead As We Know It ECD Mikal Reich ridiculously describes the new spot as “dark and horrific, while at the same time luxurious and sexy.” While the spot is undeniably good eye candy, there’s nothing really sexy about it — unless you’re into tentacle porn. Credits after the jump. Read more