The Photoplay director got to play with a miniature teapot caravan, a milkshake house and a custard cup cottage in a tiny world The Monkeys dreamed up.
The theme of The Monkeys’ campaign for Pauls is Extraordinary Dairy. You don’t put that theme in an average execution.
Scott Nowell, executive creative director, The Monkeys noted, “Extraordinary Dairy has got to come from somewhere, and this is it – a magic place that reminds us how extraordinary dairy can be.”
So The Monkeys got together with Photoplay and director, Scott Otto Anderson. And Anderson got together with concept artists, Matt Hatton and Kurt van der Basch, and production designer, Martin Krejzlik.
..And they built a teensy world in a studio in Prague. The fantastical miniature Pauls Town is 20 metres wide, took three months to create and is made up of all things dairy and decidedly offbeat – including a teapot caravan, a milkshake house and a custard cup cottage.
Then Anderson fused live action and VFX to create two gobsmackingly colourful,
stick-in-your-mind TVCs, Maurice and Stop and Go, whose stories highlight the advantages of Pauls Zymil and Smarter White Milk (respectively).
“While the campaign is meant to evoke happy memories of childhood, I also wanted to convey a level of realism by shooting in-camera as much as possible and by enlisting a modern aesthetic to the spot’s overall look and feel, ” Anderson noted.
Photoplay Films executive producer, Oliver Lawrance, reckons that Anderson’s experience with hands-on sets builds, in-camera effects, and using VFX where needed without relying totally on CGI, made the difference.
“We are thrilled with Scott’s latest work and had a great time coming up with a truly unique campaign with the creative team at The Monkeys, who proved super supportive the whole journey through,” he stated.
“Photoplay is all about the creative idea,” is the production company’s motto. Work like this, then, is its hallmark.
Creative credits:
Production Company: Photoplay Films
Director: Scott Otto Anderson
Executive producer: Oliver Lawrance
Agency: The Monkeys
Executive creative director: Scott Nowell
TV producer: Jade Rodriguez
Art director: Dave Ladd & Barbara Humphries
Copywriter: Paul Bruce
Group content director: Kate Blackadder & Mitchel O’Donohue
Senior content manager: Katie Wong-Hee
Line producer: Karel Chvojka @ Moloko Film
DoP: Ginny Loane
Production designer: Martin Krejzlik
Concept artists: Matt Hatton & Kurt van der Basch
Editor: Simon Njoo
Post: Alt VFX
Flame: Karen Fabling
Colourist: Billy Wychgel
VFX supervisor: Jesse Bradstreet
Music: Elliot Wheeler @ Turning Studios
Sound design: James Martell @ Nylon Studios
