| Title | MINUTE MAID PULPY NEXT GEN LAUNCH |
| Brand | COCO COLA |
| Product / Service | MINUTE MAID |
| Category | A04. Production Design / Art Direction |
| Entrant | MULLENLOWE CHINA Shanghai, CHINA |
| Idea Creation | MULLENLOWE CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| CHEE LIP ONG | MULLENLOWE CHINA | CHIEF CRETIVE OFFICER |
| EWAN YAP | MULLENLOWE CHINA | CREATIVE DIRECTOR |
| YP CHEN | MULLENLOWE CHINA | CREATIVE GROUP HEAD |
| YIMIN YANG | MULLENLOWE CHINA | HEAD OF PRODUCTION |
| JASON NG | MULLENLOWE CHINA | DIRECTOR OF CLIENT SERVICE |
The film tells a story of our legendary ‘Minute Maid CEO’ Hu Ge (one of the biggest celebrity in China) proudly reveal the all-new Minute Maid Pulpy secret formula to his trusted entourage and proceed to bring them for a ride to the classified but incredibly surreal natural Pulpy Factory. Bringing them through the 4 imaginative distinct zones in the factory, namely the Super-natural orange farm, the Octopress, the Pulpy Observation Deck and finally the enchanting Pulpy natural production line.
In order to create this amazing Minute Maid Pulpy world, we worked with one of the world-leading art production design team to develop a natural world that is not only unseen before but also a world that is positively uplifting and utilizes only natural resources and elements. Being a fantasy natural world, one of the bigger technical challenge was to create and render a realistic world that has billions of leaves and thousands of trees and yet radiate the brand’s core design language.