About this video
The 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 Peach Orange gummies, dialing up flavor, fantasy, and full-sensory fun in just 15 seconds flat. The animation was crafted to reengage SOURZ fans and reignite interest among past customers. Panic’s bold attitude to creative 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. Bursting with Taste The campaign tosses aside the usual cannabis advertising clichés from photorealistic fruit to 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 your 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 approach 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, Panic delivered a standout spot that makes consuming SOURZ gummies feel like a party in your mouth. Why Panic? Panic crafted a custom world for the Peach Orange flavor, 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.” The campaign spot is fizzing with energy, giving you the next best thing to tasting one for yourself.
About Panic Studio
Credits
Director: Roberts Kulenko Art Director: Gints Gutmanis Sketched Storyboard Artist: Arturs Bunts Executive Producers: Kasia Kucaj Animatic: Roberts Kulenko Concept Art: Paula Huerta 3D Animation Lead: Konstantins Smirnovs 3D Animation: Konstantins Smirnovs, Konstantins Visnevskis Compositing: Dmitrijs Maslakovs 3D Modelling Lead: Dmitrijs Maslakovs Shading & Lighting: Dmitrijs Maslakovs