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BTS - ROO in YOU
Inspiration
Behind the scenes, the idea began with a simple debate: What if our beer had a mascot who actually caused half the disputes it later solved? That instantly gave us Roo—a chaotic, charismatic kangaroo whose mischief mirrors the scrappy affection of real Aussie friendships.
We wanted to explore how AI could bring an animal character to life while still grounding him in real emotional beats and physical comedy.
How We Approached the Concept
We treated Roo as a genuine actor. We built: • a full character bible (movement style, eye colour, fur pattern, attitude, and emotional vocabulary), • a wardrobe (notably the off-white waistcoat), • relational dynamics with his human co-star, • and a universal theme: mates can fight, but mates always come back together.
How We Built the Ad
We approached the spot like a hybrid film production:
Concept Art & Reference Pass – Using Midjourney and Sora to lock in Roo’s silhouette, fur detail, and waistcoat design.
Performance Mapping – Blocking Roo’s body language, especially the comedic “licking the glass” behaviour.
Camera Design – Creating stable, cinematic camera transitions with AI-generated drone, dolly, and macro shots.
Narrative Continuity – Ensuring every shot fit the long-term Roo Beer universe.
Colour, Edit & Polish – Final pass to ensure Roo felt like a real presence in the world.
Behind-the-Scenes Challenges
• Teaching an AI kangaroo to “act”—give glances, comedic beats, and physical attitude. • Maintaining continuity between tools that visualise fur, light, and motion differently. • Getting the tongue interactions right while keeping the logo perfectly still. • Building human–Roo chemistry without either character feeling uncanny.
The Idea of the RooBeer Universe
What started as a single ad quickly became a world. Roo, his begrudging human “mate,” the extended cast, and the pub-yard disputes they stumble into formed a brand family that feels serialised and expandable. Even the conflicts between Roo and the humans became a running joke that reinforces the idea of mateship.
What We’re Most Proud Of
We built an AI-driven campaign that feels handcrafted, character-led, and emotionally consistent. Roo isn’t a gimmick—he’s a character with life, chaos, and charm.
What We Learned
AI filmmaking is all about specificity: character bibles, scene continuity, camera logic, and emotional intent. The more we treated Roo like a real performer, the more alive he became.
What’s Next
The RooBeer universe will expand into: • Roo and his best mate working through new disputes, • origin-story spots showing how they met (badly), • family-style ensemble ads introducing new animal and human characters, • and a series of comedic mini-episodes built around Roo Beer’s central idea: mates, cold beer, and arguments settled with a laugh.
Built With
- blackmagicdesign
- elleven
- kling
- veo3
- wavespeed.ai
