Extra Charged
Dunkin' Donuts

BBDO NY approached Not To Scale and Directors Ronda to create this energetic spot for Dunkin Donuts extra charged coffee.

With a cool mix of characters in streetwear, the scenes crackle and fizz with electricity and dynamism encapsulating the Dunkin coffee and its extra charged capabilities.

The creative concept consisted of working that extra energy and everything revolves around that both the actions and the framing of the shots. The lightning bolts enhanced this and were a connector between actions and characters. The goal was for everything to be dynamic and extreme, at the same time human and unique.

Working with Dunkin’s colour palette as a base Ronda added black and white to accentuate the contrast that the lighting bolts’ brightness needed. At the same time, the camera and the super-extreme perspectives accentuated the dynamics and high speed that play a very defined role in the animation. This way everything became Extra, both the actions and the extreme camera angles and positions.

‘Our characteristic Ronda style can be seen in the use of full colours, the compositional construction of the shots and the spatiality. At the same time, the script led us to explore new and different uses of the camera in the 2D universe.’ – Ronda