Pixl Family, together with Great Works, filmed approximately 700 clips of every pour, muddle, shake, stir, strain and garnish that we could think of, and then cataloged each action into a custom build piece of software dubbed Drinks in Motion. With all the ingredients indexed into their system, the engine is then able to read the recipe and seamlessly cut together tutorials for any cocktail imaginable. The results are so convincing it’s nearly impossible to tell the drinks aren’t being made individually.
The concept for Drinks in Motion was created by a team at Great Works that is dedicated to developing tools that bring the Absolut experience to life through digital channels, including Absolut.com and the recently revamped Absolutdrinks.com, mobile apps like Drinkspiration, and custom built applications such as Drinks in Motion.
According to Absolut Digital Marketing Director Fredrik Thorsén, “Since pioneering the continuous distillation process in 1879, Absolut has consistently looked at ways to enhance the vodka category. With the Drinks In Motion engine, we’re once again taking that spirit of innovation beyond the product itself, and using it to inspire consumers to explore making new cocktails at home.”