Title | SAFELY FEEL THE REAL WORLD |
Brand | DUREX |
Product / Service | DUREX |
Category | B05. Visual Effects |
Entrant | AMBER CHINA Shanghai, CHINA |
Idea Creation | AMBER CHINA Shanghai, CHINA |
Production | PAFASSION LAB Shanghai, CHINA |
Post Production | PAFASSION LAB Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Hongyu Bai | Amber China | Copywriter |
Colin Chen | Amber China | Senior Copywriter |
Simon Chen | Amber China | Strategic Director |
Amber Liu | Amber China | Chief Executive Officer |
Amber Liu | Amber China | Chief Creative Officer |
Jessie Lu | Amber China | Account Director |
Maureen Nan | Amber China | Account Director |
Can Shi | Amber China | Group Head |
Lisa Song | Amber China | Account Director |
Tom Tang | Amber China | Senior Art Director |
Cherry Wang | Amber China | Creative Director |
Ken Wang | Amber China | Executive Producer |
Jody Xiong | The Nine Sh | Director |
Willow Yang | Amber China | Creative Director |
Aska Yao | Amber China | Account Director |
Chris Zhang | Amber China | Strategic Director |
Kidd Zhang | Amber China | Group Creative Director |
Zack Zhou | Amber China | Senior Art Director |
The short film tells the story of a couple who wakeup from a VR simulated dream and drive their Volvo XC40 to a safe reality on '001 Island.' The animation depicts a virtual world of the future, an expansive air shuttle, and mechanical figures including an active gorilla. The gorilla's stomach features a glass racetrack full of action, while 001 Island's invisible forcefield has a sheen quality similar to the actual Durex 001 product. In the visual narrative between the two brands, 「safety」is a sexy and apparent benefit, one that allows us to approach intimacy and embrace reality.
In China, condom ads have many restrictions: no products can appear, nor can “association elements” such as beds. To convey Durex 001 on film, we designed symbolic motifs—an invisible forcefield protecting "001 Island” and animal pairs with sexual connotations in Chinese folklore. Additionally, Volvo’s brand perception has more instantly recognizable safety associations in the Chinese market.
The 5-minute fully CGI animated film reflects creative collaborations across diverse skillsets, including brand planning, story, design, animation, and music production. Perfecting minute details of dynamic character capture, we altered the light and shadow quality frame-by-frame. Throughout several stages of completion, many versions of the film were projected on theater screens to ensure top cinematic quality. During the five-month production time, the pandemic brought on challenges in coordinating teams of nearly 100 people in three locations while abiding by safety guidelines.