Title | BULLISH BOSS |
Brand | UNILEVER (CLEAR) |
Product / Service | CLEAR ANTI-DANDRUFF SHAMPOO |
Category | A04. Production Design / Art Direction |
Entrant | MULLENLOWE SINGAPORE, SINGAPORE |
Idea Creation | MULLENLOWE SINGAPORE, SINGAPORE |
Production | BULLET Bangkok, THAILAND |
Production 2 | THE POST BANGKOK Bangkok, THAILAND |
Production 3 | YESSIAN New York, USA |
Production 4 | OMG! Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Madhu Noorani | MullenLowe Lintas Group | Executive Creative Director |
Erick Rosa | MullenLowe Singapore | Executive creative director |
Daniel Kee | MullenLowe Singapore | Creative Director |
Ang Sheng Jin | MullenLowe Singapore | Creative director |
Andrew Ho | MullenLowe Singapore | Art Director |
Ang Sheng Jin | MullenLowe Singapore | Art director |
Alex Tan | MullenLowe Singapore | Art Director |
Daniel Kee | MullenLowe Singapore | Copywriter |
Fuzzy Abideen | MullenLowe Singapore | Agency Producer |
Subarna Prabhakar | MullenLowe Singapore | Global Account Director |
Sara Templeman | MullenLowe Singapore | Account director |
Rosa Trinh | MullenLowe Singapore | Account Manager |
Kunal Joshi | MullenLowe Singapore | Global Planner |
James Teh | Bullet Bangkok | Director |
Thananath Songchaikul | Bullet Bangkok | Executive Producer |
Nuio Suthirawattananon | Bullet Bangkok | Post producer |
Aoy Rungphet Nawangoen | OMG! Bangkok | Executive Producer |
Adam Hussey | OMG! Bangkok | offline editor |
Brian So | Post Bangkok | Online editor |
Zairi Mohd | Post Bangkok | Colourist |
Brian Yessian | Yessian New York | Executive producer (Music & sound) |
Mike Dragovic | Yessian New York | Music composer |
Weston Fonger | Yessian New York | Sound designer |
t takes place in a Butoh-like world. All is dark. Crawling out of the darkness, a white form – a suited man. His head is hidden in the shadow of his collar, foreboding. Telephones and fax machines go off, their sounds becoming increasingly distorted. And finally his head emerges, bald, menacing. We steel ourselves. He explodes. Into a finger-jabbing menace. Shouting into his phone. Smashing it in anger. You wouldn’t want to be on the receiving end. We flinch. We cower. We begin our retreat. As the camera flies away from the scene, things soon come into perspective. The white against black. Dandruff on a head of hair. “Stress causes dandruff,” explains the titles. CLEAR! – shouts the solution, as the bottle blots out the problem.
The Butoh-inspired world is dark – an empty, vast, all-consuming blackness that will swallow you. And one that also serves as the perfect backdrop for the single performer on stage, stark and white against the featureless backdrop. We wanted to create a stage that will allow the performance to conjure imagery, tell the story and bring a situation to light – without actually showing anything. A grotesque, macabre theatre of the mind that builds up a feeling of overwhelming tension, stress and in the end, denouement. It must also be perfectly believable as we transition from performance to messaging – stress to dandruff. To that end, even our props crumble when smashed – objects moulded and crafted using plaster of Paris, or organic matter frozen in dry ice to smash and crumble with some force. Powder and smoke were also lit to further this effect.