The iconic fox stencil is Orchard Thieves’s single unifying brand element around the world – even the name and taste varies from country to country.
Our campaign needed to unify the global brand around this fox icon, rather than a name.
To do this, we brought the fox stencil to life as literally and authentically as possible – through real stop-motion graffiti.
With the help of some of Europe’s best street artists and without the help of CGI, we created an urban world in which real street art became a living thing.
Beyond the fox itself, several new illustrations were created live, frame by frame, that highlighted the product attributes in a way that was artistically authentic.
From bubbling photo-real liquid to minimalistic abstract shapes, to a bird that becomes real once it leaves the wall, the result was 45 seconds of eclectic artistry in service to a simple message to follow your curiosity, wherever it takes you.