ON THE BOTTLE
Mekanism is quite good at tapping into the cultural zeitgeist while at the same time pulling references from the past. In this 2008 follow up to SoBe's Life Water Super Bowl spots, the company used a stop motion style (something Wes Anderson pulled back into the mainstream with Fantastic Mr. Fox), a hooky score reminiscent of Curb Your Enthusiasm, and a modern update of All In The Family's interpersonal relations. The seven stop-motion films (including the the video here, titled On The Bottle) totaled more than 20 minutes of content that was distributed online through user generated video sites. The campaign was written and produced in-house, complete with the construction of elaborate sets, which can still be seen in Mekanism's offices.