John West
The Cub
Brand
ProjectThe Cub
Date
Feb 2026
Description
John West’s campaign, The Cub, centres on a narrative set along an Alaskan riverfront. The film follows a mother grizzly and her cub as they navigate a rocky shoreline, concluding with the cub retrieving a salmon from the water. Produced by Clemenger BBDO Melbourne, the spot relies on live-action technique paired with VFX and visual effects to depict the wildlife interaction. The project employs atmospheric natural lighting and cool color grading to establish its aesthetic.
Style
Horizontal, Action, Cinematic, Cool
Techniques
VFX / visual effects
Industries
CPG / Packaged Food
Color
Chocolate
Charcoal
Navy
Background
River
Context
TVC / TV Commercial
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