Kraken – Unknown Deep — Donald Swanepoel

Kraken Unknown Deep

Kraken Rum has a passion for limited-edition bottles, and so do their fans. Each year, the brand releases a new limited-edition rum featuring a dazzling ocean-inspired design and an engrossing subaquatic backstory.

One such edition, called 'Unknown Deep,' draws inspiration from the vibrant bioluminescent life found in the deepest, darkest oceans. Our task was to launch this new edition in way that would immerse viewers in the dark and mysterious world of the Kraken. I conceptualised, creatively directed, co-wrote and co-art directed the film with Director Craig Parker.

Inspired by James Cameron’s 1989 classic, The Abyss, our response was to make one of the most cinematic films the brand has ever produced. The film tells the thrilling story of a deep-sea cage diver who reaches the ocean abyss thousands of metres beneath the waves to retrieve the new limited edition bottle, witnessing the spectacular bioluminescent life, before encountering a terrifying force. Filmed using state of the art visual effects and partnering with the same VFX team that worked on Mad Max Fury Road, the content was launched through a digital advertising strategy and on social media to coincide with the drop of the new bottle.