Title | SUPER COFFEE ESSENSO |
Brand | SUPER GROUP |
Product / Service | COFFEE |
Category | A01. Direction |
Entrant | VEER Singapore, SINGAPORE |
Idea Creation | BLACK ON BLACK CREATIVE Singapore, SINGAPORE |
Idea Creation 2 | SPIN COMMUNICATIONS Selangor, MALAYSIA |
Production | VEER Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Zhai Xiao Xuan | Veer Pictures | Producer |
Punn Semarat | Veer Pictures | DOP |
Zhao Jia Jia | Veer Pictures | Wardrobe Stylist |
Sandy Ng | Veer Pictures | Post Producer |
Sandy Ng | Veer Pictures | Post Producer |
Liu Qiong | Veer Pictures | VFX Supervisor |
Yang Kan | Veer Pictures | VFX / 3D Artist |
Seven | Veer Pictures | VFX / 3D Artist |
Sherlynn Chen | Veer Pictures | Online Artist |
Fraser Porteous | Veer Pictures | Sound Engineer |
Sherwin Kusnadi | Veer Pictures | Creative Director |
Lee Chin Ming | Veer Pictures | Executive Producer |
This film unveils the instant coffee market’s first premium product: Super Essenso, a blend of microground coffee beans and instant coffee. Centered on the idea of savouring a world-stopping taste, the film glimpses the process undertaken to produce this premium blend of instant coffee, focusing on the sophisticated, powerful blend of ultra fine coffee and premium instant coffee grounds. The film also draws out the singular pleasures of drinking coffee: the familiar, calming routine of making a cup of coffee – fine grounds, hot water, cold milk; the first aromatic whiff of a deep, dark roast; the first sip, and the lingering aftertaste of rich satisfaction.
Our aim is to allow viewers a contemplative moment through re-creating the simple enjoyment in drinking coffee. The metaphorical ocean, established from the onset with the sound of breaking waves, the wave-like motion of the coffee beans, and the exaggerated water waves, is used to abstractly depict the new technology process (a mysterious technique involving extremely low temperatures), and also to imbue the coffee’s movement with oceanic majesty. A visual ‘coffee break’ is thus created: just as breaking waves can evoke poetically existential reflection, an everyday gesture of drinking coffee is elevated into a profound, contemplative moment. To cement the brand’s premium status, actors are used as status symbols, and as disparate components of Essenso – the microground coffee (male figure) and instant coffee (female figure) – which combine to create a coveted product. Slow motion suggests a languid, luxurious pace, which crescendos to heighten the concluding sense of satisfaction.