This bite-sized animation positions SOURZ as a mouthwatering, full-sensory experience, and the ultimate edible.
Creative studio Panic has teamed up with SOURZ by Spinach® to launch a visually explosive animated spot for its edible gummies, dialing up flavor, fantasy, and full-sensory fun in just 15 seconds flat.
The Peach Orange spot was crafted to reengage SOURZ fans and reignite interest among past customers. Panic’s bold approach helped cement SOURZ as the go-to gummy in a crowded market by highlighting its sour-then-sweet signature, juicy dual flavors, and iconic S-shape.
The campaign tosses aside cannabis advertising clichés like photorealistic fruit or water simulations. From the moment the rich, succulent gummy splits open, the animation explodes into action. Viewers are launched into a stylized flavorverse where glossy fruit bubbles float, puffy textures swirl, and vibrant colors swallow the screen.
“Our aim was to create a contrast between slow, fluid movements and dynamic, sudden actions,” says director Roberts Kulenko. “So, the visual direction combines soft, low-detail 3D forms with rich, juicy movement.”
This goal ensured that the film opens with a calm, almost serene vibe before erupting into a kaleidoscope of flavor. By blending stylized 3D with glossy textures, floating fruit bubbles, and just the right amount of chaos, this standout campaign makes consuming SOURZ feel like a party in your mouth. Panic crafted a custom world for Peach Orange, leaning into SOURZ’s visual identity while pushing the boundaries of cannabis advertising.
“We built a mini fantasy world inside a gummy,” says Panic founder and art director Gints Gutmanis. “Every decision, from texture to timing, was engineered to dial up taste. Our goal was to make eating SOURZ feel like an event – to take this much-loved product and give it an unexpected, cinematic, and downright delicious arena to play in.”
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This bite-sized animation positions SOURZ as a mouthwatering, full-sensory experience, and the ultimate edible.
Creative studio Panic has teamed up with SOURZ by Spinach® to launch a visually explosive animated spot for its edible gummies, dialing up flavor, fantasy, and full-sensory fun in just 15 seconds flat.
The campaign tosses aside cannabis advertising clichés like photorealistic fruit or water simulations. From the moment the rich, succulent gummy splits open, the animation explodes into action. Viewers are launched into a stylized flavorverse where glossy fruit bubbles float, puffy textures swirl, and vibrant colors swallow the screen.
“Our aim was to create a contrast between slow, fluid movements and dynamic, sudden actions,” says director Roberts Kulenko. “So, the visual direction combines soft, low-detail 3D forms with rich, juicy movement.”
“We built a mini fantasy world inside a gummy,” says Panic founder and art director Gints Gutmanis. “Every decision, from texture to timing, was engineered to dial up taste. Our goal was to make eating SOURZ feel like an event – to take this much-loved product and give it an unexpected, cinematic, and downright delicious arena to play in.”
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Credits:
Director: Roberts Kulenko
Art Director: Gints Gutmanis
Sketched Storyboard Artist: Arturs Bunts
3D Animation Lead: Konstantins Smirnovs
3D Animation: Konstantins Smirnovs, Konstantins Visnevskis
Compositing: Dmitrijs Maslakovs
Executive Producers: Kasia Kucaj
Animatic: Roberts Kulenko
Concept Art: Paula Huerta
3D Modelling Lead: Dmitrijs Maslakovs
Shading & Lighting: Dmitrijs Maslakovs
Instagram: @panicstudio
Linkedin: Panic Studio
Behance: @panicstudiotv