for Kaiserschnitt & WELOVETBWA
I love how positive, affirming, and upbeat this film (& cutdowns) are. Immediately, I just feel in love with the ideas and the concept you have created. It has the potential to be fantastic. I’m really excited about collaborating with you to create a fresh, unexpected, playful, and fun experience for our audience.
I see a lighthearted, playful and edgy touch running through the film & cutdowns and being this campaign speaking to all our clients we need to use quirky, fun and hype language.
Everything should feel inspired by a colorful imagination, where inventive and unexpected things are possible, and the “quirkiness” will be realized with a highly artistic and innovative style.
The film (& cutdowns) should entertain and impress with a fresh and spectacle visual approach and character-centric storytelling.
There is a lot to discuss here !
My mind has been racing with so many ideas cause these ads are full of visual stimulation. I want to ignite the viewer’s curiosity with a very clear artistic vision! I want to stimulate their senses and create a super fun, energized world going into an unseen direction.
What I want to do is create a colorful, playful mood, with movements and transitions that allow us to go from one situation to another virtually seamlessly.
Let’s dig in and start by framing the process. We have the film & cutdowns and we need to combine many elements to achieve something uplifting and memorable.
My goal is to achieve a film, with all its individual pieces included, that marks a before and after.
The great advantage we have is that our leading actresses are a well established duo, and they share a special chemistry on-screen. This has an immediate impact and emotional connection with the viewers. A lovely couple ready to blow out the candles. But only the cake is missing… And I’m in charge of that, mixing the best ingredients: production design, the transitions that will glue the viewer to the chair, the costumes and the music.
Production design must be amazing. Neither too abstract nor too photorealistic. The important thing is that the message is understood immediately in a smart and fun way to remain engraved on the retina. Handcrafted also comes to my mind. I like on camera effects, avoiding the use of fake blue screens or other special effect that makes it look cheap when not having time.
I should also mention another fundamental adjective: coherence. All sets must be similar in conception and execution. Passing from a red and rich space to a black area, where is portrayed a real piece of meat being sliced would confuse and floor the audience.
I am very picky with all of this. As you can tell from my work, the art direction gets a lot of my attention. I work closely with you to create the final product, and that starts by generating renders very early in the process. We can discuss those renders and land on something we’re all happy with. Then, what you see in 3D is what you’ll get on set.
On the left you have the RENDERS, on the right the a REAL SCREENSHOT.
Lisa and Kathi are having a girls party at home. Freshly done nails and faces covered in a fun & colored facial mask.
Din Don. Doorbell is ringing. Who will it be? They do not expect visitors. They look at each other questioningly and one of them gets up.
We cut to the resolution of the mystery: a red box with a yellow bow. Lisa pulls on the bow and the package opens like a flower. Inside there is a curious red control with a yellow button.
Even more surprised they look at each again other and Kathi presses the button amused. Suddenly the floor rotates 180 degrees, taking our heroines and her couch to another world.
The adventure starts!
I know that we did not start directly at the party but it is done on purpose. From a narrative point of view is more emotional to present our protagonists as good friends who share moments of their lives. It is also a good time to start developing their particular sense of humor.
Second: Adding suspense (the box and the remote control) forces the viewer to stare and wonder what is going on to happen.
And my last reason is that these transitions work better when you start in the real world and after, we all discover the especial one. What would Alice in Wonderland be if she didn’t fall down a rabbit hole? What would Dorothy be without the tornado? Storytelling is about these details…
The two of them re-appear, on the other side, dressed in stylish party outfits.
It seems they are still laying on the stretchers but the camera rotates discovering that they are standing in front of a photo-call display.
They smile and pose to the multiple flashes, a rolling shutters opens and they start walking down an amazing party set where red and yellow are the main colors. A cool band is playing, a chicken is on top of the piano enjoying the music. People are dancing and enjoying. We can recognize some elegante supermarket visuals.
Lisa and Kathi enjoy the ambience but one of them discovers a yellow roudish door with a question mark. Mmmmm. Have you seen that? They both seem very intrigued and curious. Really? Yes! Lisa grabs her friend’s hand, and they run into it.
Once they cross the door, they pull off their dresses changing into completely new outfits. Now they are barefoot walking in a surreal green meadow. A lovely little pig joins them for the walk.
They walk around amazed and surrounded by giant fruits and veggies. Although the elements may remind us of your old ad, the visual style will be different.
When they reach the center of the meadow they discover a cool roundish pool full of yellow flowers. They smile enthusiastically. They are loving this game of discovering Penny’s world!
Lisa and Kathi jump into the pool after a knowing look. One, two and… Go!
The two ladies land dressed in feschen dirndl on a sculpted wheeled cow. The cow begins to slide down like a roller coaster. We cut into a wider shot and see the cow going down and up through some colored pathways. Around them giant key elements of Austria, including a wooden sign and some flying sausages.
Now our friends are dressed as athletics judges with stopwatches in their hands. They are in front of a colored running track. They fire their color guns and a new heroin runs at a high speed in between the tracks. Where the marking lines are done with fruits and vegetables. Lisa and Kathi approve her performance.
They grab a yellow umbrella and fly out of frame.
Our couple of girls land with their umbrellas next to a pink limousine (or a pig shaped car) which pulls up and stops. A bearded butcher steps out wearing around his neck an unusual scarf made of sausages. I know sausages are not your key comunication but the image is very funny and memorable. We can always try with a piece of meat on the shoulder but it will be more epic rather than amusing. In front of him there is a red carpet dotted with a score of butchers. He is the king of the butchers and everyone knows it. In respect and recognition, they raise their knives and sharpeners, creating an arc as he passes by.
We cut to the show of this famous butcher. Stunned people are watching him juggling a dozen knives in slow motion. The girls clap frantically, when they close their eyes you can read declarations of love written on their eyelids. When the butcher finishes he reveals us a meat dish (for example a tartare) and places a small Austrian flag on top. Another interesting option could be that as he juggles, trays of supermarket meat fly through the air like a magician’s playing cards. It is a big show and he is the best! Suddenly the theatre lights point at the girls and we use it as a transition to the next set.
Note: I think that for the viewer it is very difficult, if not impossible, to differentiate a good butcher from a bad one by seeing a close-up of a piece of meat being cut. That is why I have tried to extrapolate codes of success (red carpet, limo…) to the universe of meat. Penny´s butcher is the world champion and because of that he can do things with knives and meat that no one has ever dreamed of.
Lights dim down and we see around them the new set walls. They are made of thousands of jö cards. Above them there is a giant card too. In the center of the room there is a human cannonball. A ladder surrounded by lighted arrows and flashing lights invites them to go inside. Really? Yes! They scream excited as they climb the stairs. They go inside. They are having real fun. Helmets on, heads down… and boom! And amazing confetti explosion fills the air. But it is not a normal confetti, it is golden and shaped like a coin. It’s actually tons of Jö Card coins!
The two friends fly out wearing new wardrobe: a velcro jumpsuit.
They both stick to a red velcro fly wall in the party set. People cheers with enthusiasm their return. They open their velcro suits and underneath they have their party clothes. Like when 007 takes off his wetsuit and underneath he has a tuxedo.
They look like stars from a Hollywood dance musical dressed in their original party outfits.
The party reaches its peak. Everyone cheers as they dance. They look at us and wink.
I think the remote control can be a fun element to start these films. Thanks to it we can enter wherever we want because we have already established its “capacities” during the main film. Let’s just say it’s a pretty flexible tool. Our girls just need to press the button and we enter in one of the worlds. We enjoy it with them and when the transition to the next world starts, we cut. this suspense peak will be very usefull.
We will adapt the red room for this purpose changing props and art.
The Music will play a huge role in setting up the tone of the films and add rhythm to what we see.
I have already tried to create a soundtrack with differences in between worlds and from my experience it doesn’t work because it is too confusing. Is better to have same music all along the spot and try some subtle instrument changes here and there.
Wherever we land, the music should reinforce the spirit of the spots, and provide a tempo and strength that will draw us in and move us forward. I see the music as being very contemporary , as per the images, with an energetic and catchy vibe.
I do always try several and very different options during the edit so together we can find the right reference for our musician to compose.
I hope you know by now, the art direction and visual style as a whole are both very important to me, and that importance reflects well in my body of work.
I look forward to discussing my ideas in more detail and collaborating further with you going forward.