WE PREP. YOU COOK.

TitleWE PREP. YOU COOK.
ClientBIRDS EYE DELI
Product / ServiceBIRDS EYE DELI FROZEN CHIPS
CategoryA04. Production Design / Art Direction
EntrantTHE POOL COLLECTIVE Sydney, AUSTRALIA
Idea Creation J. WALTER THOMPSON Melbourne, AUSTRALIA
Production THE POOL COLLECTIVE Sydney, AUSTRALIA
Production 2 BLACK RABBIT MUSIC Marrickville, AUSTRALIA

Brief Explanation

In 6 fantasy-style parallel worlds, Birds Eye fries are crafted with care by hand. At the end of the elaborate production process, we see that the fridge in which the chips are cooled is directly linked to the oven in a home where a housewife has just heated them up ready for a meal. 

The Brief

The team created six, movie-like sets for each of the characters. Shot at Fox Studios, they all featured 7m by 3m hanging backdrops that were propped out mid ground with working mechanical sets. This created depth within the dioramas and gave each scene an added level of craft and quality. As the director wanted to achieve everything in camera, it was decided that the best result would be achieved by using working mechanical sets and printed backdrops. The backdrops were printed with selected background images onto fine fabric. We worked with Cream Studios to composite all the backgrounds, most of which were built using elements of stills that Simon Harsent shot, library shots or in-house studio elements. Yippee Kiyay did all the model builds and moving elements of the scenarios, based on extensive direction from Simon Harsent, in collaboration with Jamie Morris.

Credits

Name Company Position
Simon Harsent The POOL COLLECTIVE Artist
Cameron Gray The POOL COLLECTIVE Managing Director
Ian Ford The POOL COLLECTIVE Producer
Simon Ozolins The POOL COLLECTIVE Director of Photography
Declan Harsent Black Rabbit Music Director + Composer
Jamie Morris The POOL COLLECTIVE Art Director
Janai Anselmi The POOL COLLECTIVE Stylist
Dave Whittaker The Editors Editor