WELL BEING MACHINE

TitleWELL BEING MACHINE
ClientBLACKMORES
Product / ServicePROBIOTIC +
CategoryA04. Production Design / Art Direction
EntrantPHOTOPLAY Sydney, AUSTRALIA
Idea Creation THE MONKEYS Sydney, AUSTRALIA
Production PHOTOPLAY Sydney, AUSTRALIA

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.

Credits

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