Simply - Say Yes to Simple

We're excited to share a nice juicy project for Simply Orange Juice. The team at Cartwright came to us with a fantastic brief for a campaign that celebrated the beauty and hard work that occurs in nature. They wanted to celebrate this and contrast it with the minimalism and simplicity of product shots integrated into an ikebana arrangement.

It was a pleasure for us to collaborate with so many talented people on this project and seamlessly blend live action and cg to tell the story of the simplicity and beauty in nature.

For the pitch we wanted to showcase work in three areas, the product shots with the ikebana, nature shots and beauty shots of the inside of an orange. There was a lot to explore, with the insides of the oranges being the most tricky to get right. We wanted to showcase it as a piece of art, that meant studying the details of the skin, pulp, and the patterns we see in a slice of orange and pushing it to feel more abstract and impressionistic. We tried out different approaches of creating kaleidoscopes and abstract patterns but the challenge was creating something that felt stylized and unique but still felt like a tasty orange. The ones that were most successful ended up being the most simple in technique with light spilling through a macro orange slice.

PROCESS REEL

When we moved into production we decided to use cg for the nature and ikebana components and to shoot the product and orange macros. The challenge then became seamlessly balancing the live action with the cg. We wanted everything to be bathed in warm and natural morning light rays, so this became a language for the cg and live action and forms some of the transitions. There were a few different music options in play and various product shot requirements, so the editorial and animation teams were working hard in determining how everything could flow together, telling the story of growth and hard work in nature and balancing this with the minimalism of the product and ikebana shots. The agency ended up selecting a beautiful track by Nicholas Britell that really captured the vibe of the whole spot and the edit came into place. From here everything of course needed to have a cinematic look, so shallow depth of field, considered compositions and a warm but de-saturated grade came into effect.

Production StillS

DESIGN DEVELOPMENT

SELECT PITCH FRAMES

Design Studio: Elastic
Creative Director: Duncan Elms

Client: Simply
Agency: Cartwright

Alex Hoffman – Producer
Lydia Dunay – Creative Director
Chelsea Ceasor – Art Director
Meghan Lai – Copywriter
Corey Mack- Account Supervisor
Kyla Kirshner – Account Manager

Post Production
Design Studio: Elastic
Creative Director: Duncan Elms
Editor: Javier Gonzalez, Rachel Fowler
3D Designers: Tony Zagoraios, Vaso Evangelopoulou, Elena Izanami, Renato Marques, Lee Buckley, David Hyatt, Min Shi
3D Animators: Lee Buckley, Alex Silver, Marios Tsaousis, Pantelis Tsiachri, Argyris Nochos
Character Animation: Bryan Cox
Dynamics: Miguel Salek, Jun Kim, Phi Pinyosophon
Modeling: Joe Panigua, Jose Limon
Color Pipeline TD: Andrew Young
Sr. Producer: Michael Ross
Production Coordinator: Angela Shin
Head of Production: Paul Makowski
Executive Producer: Kate Berry
Managing Director: Eve Kornblum

VFX Studio: a52
VFX Supervisor: Andy Wilkoff
CG Supervisor: Lee Buckley
Lead Flame Artist: Stefan Gaillot
Flame Artists: Michael Vaglienty, Rod Basham
Online Artists: Matthew Monteleone, John Valle, Chris Riley
Tracking: Mike Bettinardi, Joe Chiechi
Producer: Michael Ross
Head of Production: Drew Rissman
Executive Producers: Patrick Nugent & Kim Christensen
Managing Director: Eve Kornblum

LIVE ACTION
Production Company: Her Studio
Director: Rikky Fernandes
Creative Director: Duncan Elms
Director of Photography: Daniel Rothman
Live Action Producer: Lucia Tran
Prop Master: Billy Wesley
Food Stylist: Laura Kinsey, Danielle Marin
Production Manager: Brook Turner

COLOR
Color Studio: Primary
Colorist: Ale Amato
Color Assistant: David Oh
Color Producer: Alex Zhao
Executive Producer: Christina Roldan