Title | WELL BEING MACHINE |
Brand | BLACKMORES |
Product / Service | PROBIOTIC + |
Category | A04. Production Design / Art Direction |
Entrant | PHOTOPLAY Sydney, AUSTRALIA |
Idea Creation | THE MONKEYS Sydney, AUSTRALIA |
Production | PHOTOPLAY Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ingrid Wietrzyk | Blackmores | Senior Product / Brand Manager |
Despina Lord | Blackmores | Business Development Manager |
Barbara Humphries | The Monkeys | Creative Director |
Mike Burdick | The Monkeys | Senior Copy Writer |
Alex Schneider | The Monkeys | Art Director |
Kelly Spence | The Monkeys | Group Content Director |
Katie Wong Hee | The Monkeys | Content Director |
Jade Rodriguez | The Monkeys | Senior Broadcast Producer |
Scott Otto Anderson | Photoplay Films | Director |
Bonnie Fay | Photoplay Films | Producer |
Oliver Lawrance | Photoplay Films | Executive Producer |
Aaron Crothers | Freelance | Production Designer |
Simon Ozolins | Freelance | Director of Photography |
Alt.vfx | Alt.vfx | Post Production |
Mark Bennet | Alt.vfx | Editor |
Dave Edwards | Alt.vfx | SFX Supervisor |
Sonar | Sonar | Sound |
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 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.