Beefeater | Going Underground

Final Frontier teamed up with creative hot shop PLUSMINUS to create a short animated piece for Beefeater Gin, fusing film noir and spy genres in an after-dark exploration of Shanghai’s hidden speakeasies.

PLUSMINUS creative director Mark Kong outlines the concept:

“The idea was to bring attention to the classic London Beefeater icon by making it relevant to local drinking culture, namely Shanghai’s vibrant speakeasy bar scene.  What if the Beefeater character became a kind of shadow guardian behind every great bartender, creating seductive gin cocktails.  Beyond that it’s also a tribute to the modern ‘urban explorer’, equipped with the latest tech gear and a curious mind.” 

The project was the first created under PLUSMINUS’ “Creative Union Made” banner.  Creative director Maurice Latzke explains the motto:

“It’s all about brotherhood, good taste and ultimately, great work, an ethos we share with Final Frontier.  It was thrilling to work together to turn each frame into beautiful visuals.  Despite the time constraints, the dedication to quality produced a final result beyond our expectation.”