Carlsberg’s “Unfiltered” Animatic: A Hand-Crafted Vision London, UK - In a world saturated with CGI, there’s a unique power in returning to the artist’s touch. For the launch of Carlsberg’s ‘Unfiltered’ pilsner, we at Animatic Media were thrilled to collaborate with the global brand to create a distinctive, hand-drawn 2D animatic that captures the essence of a more natural, authentic experience. Starring the inimitable Mads Mikkelsen, this animatic was a key component of the broader global campaign, which builds on the success of “The Danish Way”. The campaign, and our animatic, feature a more rugged and relaxed Mikkelsen, embodying the progressive, straightforward, and honest qualities of the ‘Unfiltered’ beer itself. The Art of ‘Unfiltered’ Our team of skilled artists meticulously crafted each frame by hand, utilising digital illustration techniques in Photoshop to bring Mads and his serene, forest environment to life. The result is a visually rich piece that stands apart with its warm, organic feel. The hand-drawn approach was a deliberate choice, mirroring the craft and natural quality of the Carlsberg Unfiltered brew. The animatic was then brought to life using Adobe After Effects, where our motion graphics artists animated the still artwork to create the fluid motion and engaging narrative you see on screen. This blend of traditional artistry and modern animation techniques allowed us to deliver a premium and compelling visual story. A Narrative of Natural Happiness The animatic follows Mikkelsen as he reflects on the meaning of being “unfiltered”—uncensored, unconstrained, and unapologetic.[3] This monologue culminates in a moment of simple pleasure as he enjoys a Carlsberg Unfiltered by a campfire, surrounded by friends. This narrative aligns with the overarching campaign theme, which suggests that great happiness can be found in embracing a more natural state of being. The campaign, developed by agencies including Grey Europe, AKQA Denmark, and VMLY&R Commerce, and produced by MYGOSH & CANADA, aims to add depth and substance to Carlsberg’s famous “Probably the best beer in the world” tagline. Our animatic served as a vital tool in visualising and refining the creative vision before the final production. This project with Carlsberg is a prime example of how Animatic Media combines artistic skill with strategic brand storytelling to create impactful and memorable content for our clients.