Brief Explanation

This spot is made up of a stylish and playful direction taking the audience through a magical journey through the different spaces in the gut pushing into a remarkable new world on a voyage of discovery in which every step forward takes us closer to the secret of wellbeing. And that secret lies at the centre of a happy gut, one that has been primed with Blackmores Probiotics +. What makes this magical mystery tour exceptional is in the design, both sound and art direction. The design expresses the concept, that the gut is like a machine of many singular parts all working in complex harmonies to produce a sense of wellbeing, and as such the art direction is a curious collection of complex symmetries and meticulous mechanisms that all work as one to produce a vision of happy harmony, albeit through a reductionist, pop-art minimalist set design.

The Brief

The art direction is very theatrical, playful and expressive. It is used to show the audience exactly what a happy gut feels like. And that's going to feel good. The design and art direction delivers that sense of complex interrelationships in a simple way, with a clean, concise visual conceit and then finding the complexities in that world, so the audience is always delighted with amazing set pieces and then making it even more amazing with attention-grabbing details that develop the idea but without ever overwhelming the story. The modern bold graphic visuals delivers the key information with eye-catching fun.The art direction is a curious collection of complex symmetries and meticulous mechanisms that all work as one to produce a vision of happy harmony, albeit through a reductionist, pop-art minimalist set design.