Remember "Choose Your Own Adventure" books? Absolut uses a similar idea here for #NEXTFRAME, the brand's collaboration with its Facebook fans and Brazilian graphic novelist Rafael Grampa. As he wrote the story, the artist asked the web community to provide plot suggestions-- over a three week period the winding tale developed into the script for a short animated film.
With the help of Red Knuckles-- the duo behind animation for animated English band The Gorillaz, Grampa's dark drawings became "Dark Noir" a three-dimensional oeuvre that premiered at MADE Berlin. The title is fitting as vivid images and sinister themes unfold over three minutes and thirty seconds.
The partnership is the latest for "Transform Today," Absolut's new global campaign. Other collaborators are sculptural designer Yiqing Yin, musician and filmmaker Woodkid and digital artist Aaron Koblin.