Agency: Rethink
Client: Molson Canadian
Release date:

At Rodeo FX, we love hockey… like, REALLY love hockey! Therefore, we were thrilled to be tasked to create a full CG TV spot for Molson Canadian’s “Anything for Hockey” contest.

This new TV spot entitled “New Heights” comes as a logical sequel to last year’s “Hockey Heaven”, which kicked off the popular contest from the Molson Brewery. This campaign invites the hockey fans to express what they would do for hockey. The fans coming up with the most enthusiastic and original idea will be invited to play a game on Molson’s ice rink. Last season, the brewery took the winning fans to the top of the world. But this year, Molson is taking the game to new heights, inviting the winners to skate on the rooftop of a skyscraper!

“New Heights” is the result of a really close and creative collaboration between Rodeo FX and Vancouver-based Agency Rethink. The talented VFX artists were called upon to create a full CG commercial that would present a slow camera pull back revealing the Molson Canadian ice rink, located atop a super tall building. The challenge extended beyond creating a CG ice rink, to build an entire photo-real city bustling with activity. The complexity of the work lied in the scale of the city, the amount of details, the photo-realism, the level of quality desired, and the single camera movement.

This exciting campaign will be widely released on the web, on TV and as print advertising in the coming months. It should also keep the fans dreaming for the 2015-2016 hockey season!