ExtraMile 'You Deserve Extra'

ExtraMile

'You Deserve Extra'

This marks our third year of zipping and gliding through the ExtraMile store alongside the ever-charming ExtraMan. In the past, we've focused on establishing ExtraMan as a beloved character—a friendly superhero who arrives just when you need him. But this year, we're bringing a touch more sophistication to the mix. ExtraMan isn't new to the game; by now, he knows exactly what you need before you do. This time, we're turning the spotlight onto the real stars: the customers. We wanted to give them a cinematic experience, with dramatic lighting and camera work that dances between reality and style, making every moment feel like a scene straight out of a movie.

ExtraMile 'You Deserve Extra'

"ExtraMile stores are undergoing a modern, visual, upgrade. So it was absolutely necessary to capture that transformation in our film, but we didn’t stop there, we seized our chance to evolve the world from its previous cartoon-like feel to something more tangible and real."

Process

"Our characters have more depth and nuance than ever before. With the spotlight on them, we aimed to make them as lifelike and dynamic as possible, incorporating complex shaders and even real hair dynamics, all with a touch of style."

"Come for the snacks, stay for the flavor. This time, we made it a priority to elevate the look of the food, ensuring it appeared delicious and real. We wanted viewers at home to literally smell the warm breakfast sandwiches and feel the fizz of the bubbling fountain drinks."

"And then there was light. Store lighting can often be, let’s face it… uninspiring, but our client was on board from the start to shake things up. We introduced live-action lighting techniques to bring depth and excitement to every scene. By embracing the natural light of different times of day, we infused the store with warm, sunny lighting, making each frame feel vibrant and full of life."