Sonic Drive-In’s latest TV commercial “Live Free, Eat Sonic.” is a bold reimagining of the brand's quirky image, and we had the privilege of contributing to its impactful opening and closing sequences.
We were initially approached by our friends at Rascal to collaborate on designing an opening sequence that would help redefine Sonic’s narrative, focusing on a dynamic, playful and inspiring visual space that resonates with modern audiences.
Behind the scenes
The challenge was clear: to craft an interior that not only sets the tone for the commercial but also shifts customer perceptions. Taking the lead from AI generated artwork we created many variations of the space before settling on the final scenes.
Our approach throughout centred on creating an immersive, energetic atmosphere that embodies Sonic’s vibrant personality and fresh messaging.
From the outset, we faced hurdles in aligning the fast-paced, playful spirit of Sonic with a refined visual style that reflects its commitment to stand out in a crowded fast-food market.
Using dynamic camera movements, bold colour schemes and playful futuristic interiors we delivered engaging scenes that capture the excitement of Sonic’s image. As ever our elements and scenes were passed back to the talented folk at Rascal to be composited within the live footage.
The result is a spot that invites viewers into a new era for the brand, showcasing a reinvigorated message of creativity, fun, and connection.
