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ANIMATED HD THEATRICAL
SPOT “FANTASIA” FROM STARDUST STUDIOS AND SEK & GREY OY PROMOTES FINLAND’S
MOST PRESTIGIOUS COFFEE BRAND,
PAULIG PRESIDENTTI
NEW YORK—(May 16, 2007)—Bicoastal
U.S. creative production company Stardust Studios (www.stardust.tv)
has teamed-up with Helsinki-based advertising agency SEK & GREY Oy
to create a new :40 theatrical/broadcast brand spot for Paulig Presidentti,
the prestigious coffee brand launched nearly 80 years ago by Finland’s
leading coffee roaster, Gustav Paulig Ltd. The 3D animated spot entitled
“Fantasia,” created exclusively for distribution in Finland, debuted on
broadcast media outlets on April 30, and in theaters throughout the country
on May 4, and is set to continue running over the weeks ahead.
Finns are widely
acknowledged as some of the biggest coffee drinkers in the world.
Paulig's premium coffee brand Presidentti is one of two flagship Paulig
brands introduced in 1929, and its signature colors of green and gold have
long been used in both packaging and advertising. The company’s long
history of innovate advertising, promotional and customer service initiatives
have made the Paulig brand family synonymous with uncompromising quality,
professional pride and warm, enjoyable moments. According to Stardust
creative director Alan Bibby, this year, SEK & GREY’s creatives wanted
to create something that took the revered brand to a new level of interest
– without sacrificing any of its elegance or other important qualities.
To begin, SEK &
GREY creative director Mikko Petäjä, copywriter Jusa Valtonen
and executive producer Olli Korpiala (of production company Front Desk)
presented Stardust’s creative team in New York with initial storyboards,
as well as selected Presidentti advertising elements from the recent past,
each of which featured the brand’s color palette and golden cup, and conveyed
the idea of coffee enjoyment that lifts people above their everyday lives.
“They had certain
things that they wanted in the spot,” Bibby explained, “which ultimately
had to be all about transformation… a moment of solitude where one’s mind
wanders, going on a journey, where one thing leads to another and another,
until it all comes back to the coffee.”
After reviewing the
agency’s boards and getting briefed, Bibby said, he and his colleagues
were psyched. “Their concept was really intriguing and inventive,”
he said, “and they conveyed a sense of excitement while keeping it elegant
and subtle. What also excited us what the level of creative that
they’d already sold through to the client.” Stardust’s storyboards
were designed by Jon Saunders, Kim Dulaney, Chi Chi Bello and Bibby, earning
Stardust the project.
With the job awarded,
work began quickly, involving a great deal of interaction between New York
and Helsinki. To develop the project, create and master their final
animation, Stardust’s artists used Maya, Real Flow and Adobe After Effects,
as well as a 2D equivalent to traditional cel animation. As
the work progressed, motion tests and other materials were posted for review
every couple of days. “There was constant feedback,” Bibby said,
“and as everything came together, they were really happy. It became
a total labor of love for everyone involved, and the artists kept working
on it until it was the level that everyone wanted to see.”
In the finished spot,
on a field of dark green, a golden droplet appears and splashes down into
dark liquid, forming a golden wave that instantly transforms into a lion’s
head. The golden liquid pours down over dark mountains to a waterfall,
where particles stream into a lake before soaring comet-like into a dark
green sky above a forest, and exploding like fireworks. One of the
fireballs takes the form of a glowing golden bird, which soars past, leaving
a wake of floating feathers which become butterflies, and then, a field
of golden flowers. An elk runs through the field, and golden particles
mix with the northern lights, before the brand’s golden cup appears, with
the campaign tagline, “Maailman parhaista kahvilaaduista," (which translates
into, “from the best coffees in the world”). The spot features a
rich orchestral score throughout, which was composed by Tuomas Kantelinen,
and mixed at Helsinki’s Soundtrack Studios by Mikko Oinonen.
“Making the animation
stay true to and articulate the beautifully designed frames was a huge
effort that paid off immensely,” Bibby concluded. “Finishing the
entire spot in full HD was a huge endeavor, as was working with a remote
client. In the end, it’s a beautiful piece which grew and changed
over the length of the project while staying true to the initial vision.
Every one of our designers and animators put a huge amount of effort, time
and artistry into it under intense pressure, and we feel the results speak
for themselves.”
For SEK & GREY
Oy, Jorma Saksa is the account director.
Along with Bibby,
Stardust’s project team also included executive creative director Jake
Banks, senior producer Michael Neithardt, line producer Mark Mutschler,
lead designer Jon Saunders, designers Kim Dulaney and Chi Chi Bello, CG
director Carl Mok and many 3D, 2D and effects artists. The company’s
additional credits are as follows.
• 3D ARTISTS:
Carl Mok, Cary Janks, Cavin Thuring, Emil Kahr Nilsson, Elliot Blanchard,
Tom Cushwa
• 2D ANIMATORS:
Carl Mok, Cary Janks, Doug Purver, Emil Kahr Nilsson, Elliot Blanchard,
Michele Higa, Chris Smith, Jesse Casey
• COMPOSITING:
Carl Mok, Cary Janks, Emil Kahr Nilsson
About Stardust
Studios
Stardust is an award-winning
creative production company, specializing in motion design, animation,
visual effects and live-action production. Led by founder and executive
creative director Jake Banks, Stardust’s Santa Monica and New York offices
continually redefine creativity for commercial, on-air, music video and
in-store presentations. Their recent work – including projects for
the world’s top ad agencies, brands and recording artists – has earned
numerous awards and worldwide editorial exposure. For more information,
please visit www.stardust.tv.
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QuickTime for :40 Paulig Presidentti "Fantasia"
Paulig Presidentti "Fantasia" Still # 3. Image courtesy of Stardust Studios. 300 dpi version here.
Paulig Presidentti "Fantasia" Still # 4. Image courtesy of Stardust Studios. 300 dpi version here.
