We tend not to plug any commercial stuff on this site but we are happy to do this time since the end result is pretty kick-ass.

About

Pepsi MAX asked people to tell them about the Pepsi Max Cherry and then got artist INSA involved in order to bring to life their words and opinions – we will focus here on the animated GIF outcome and not on the taste of that drink 🙂

British musician Charli XCX made the soundtrack for this animation

How they produced the video below?

A 360 degree camera rig was built around the installation using 90 cameras, allowing every angle of the art to be captured simultaneously.

Each artwork was painted twenty four times over, layer upon layer, so they would animate when put together using stop motion.

Millions of people have watched the video now. That is part of what speaks to youths about such collaborations, INSA tells Marketing: “The young people that are Pepsi’s audience are so used to engaging with things so flippantly and getting instantaneously satisfaction, but knowing that that instant took a whole load of time and effort to make gives that human element within the digital stuff.”

This form or art is called “Gif-iti”, Gif- what sorry?

In this other video below, INSA tells us about how what it’s called GIF graffiti (“Gif-iti”) came about and shows us the “behind the scenes” of another project he was involved with involving a satellite from space.

If you cannot be bothered to watch the video, here is how “Gif-iti” is created – GIF-ITI is made via a laborious physical process involving numerous layers of painting and meticulous planning.

Starting where most artwork ends, GIF-ITI entails photographing each layer the artist paints by hand. These images are then uploaded and overlaid to create the final piece, a looping GIF file which comes to live when released to global audiences online.

Read more on Insa & GIF-iti