Hobby forages in a fairytale forest for Rynkeby
HOBBY director Magnus Renfors transports us to an enchanted forest, where a group of young people are inspired to seek out the refreshing power of Rynkeby’s fruit-based drinks.
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In Find Your Thirst, HOBBY director Magnus Renfors transports us to an enchanted forest, where a group of young people are inspired to seek out the refreshing power of Rynkeby’s fruit-based drinks.
Breakfast habits are changing in Danish households, with surveys revealing up to 7 out of 10 young people skip it altogether. This colourful creative from &Co. / NoA aims to take Rynkeby’s fruit-based drinks away from the breakfast table and out into the wider world for the 18-35 year old market.
“With the concept, we have created a universe that is significantly different and really fun to work with. It's not just about drinking something with fruit, but also about finding your own way into the diversity of the world,” explains Robert Cerkez, Executive Creative Director at &Co. / NoA. “This will be the basis for Rynkeby's overall universe going forward: youthful courage, age-old wisdom, and a touch of unexpected magic."
Credits
View on- Agency &Co/Copenhagen
- Production Company Hobby Film
- Director Magnus Renfors
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Credits
View on- Agency &Co/Copenhagen
- Production Company Hobby Film
- Director Magnus Renfors
- Executive Producer Anna Bergstrom
- Producer Frida Alexandersson
- DP Viktor Skogqvist
- Production Designer Pia Wallin
- Editor Johan Kjellberg
- VFX Love Fagerstedt
- Sound Deisgn Martin Mighetto
- Colorist Martin Steinberg
- Executive Creative Director Robert Cerkez
- Art Director Martin Baltzer
- Art Director Jacob Benjovitz
- Producer Filippa Borg Willer
- Producer Nya Bille
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency &Co/Copenhagen
- Production Company Hobby Film
- Director Magnus Renfors
- Executive Producer Anna Bergstrom
- Producer Frida Alexandersson
- DP Viktor Skogqvist
- Production Designer Pia Wallin
- Editor Johan Kjellberg
- VFX Love Fagerstedt
- Sound Deisgn Martin Mighetto
- Colorist Martin Steinberg
- Executive Creative Director Robert Cerkez
- Art Director Martin Baltzer
- Art Director Jacob Benjovitz
- Producer Filippa Borg Willer
- Producer Nya Bille
That magic is brought to life in a lovingly-crafted fairytale universe, thanks to Director Renfors and the HOBBY team. An eccentric grandmother encourages her grandchildren to get off their beanbags and head into the forest to find fruit. When they return, the grandmother clicks her fingers and transforms their foraged fruit into the thirst-quenching Rynkeby juices.
“Sometimes they dare to come out of their enchanted forests, these weird and wonderful ideas that boldly step out into the light of day and DON'T turn into commercial stones, but stay alive and wonderfully weird!” explains Renfors.
“For that I am very grateful to be given the chance to get lost in these woods with our neighbours at &Co! A fashion fairytale with tonality and spirit as the main flavour, that is a marvellous thing to work on!”
Renfors conjures this fantasy forest idyll with his trademark blend of warmth, colour and eccentric comedy. The one day studio shoot in Filmhuset, Stockholm embraced the theatricality of the creative to build this fantasy world. The only real element was the porch and the rest of the cottage was created with VFX. Meanwhile, the wider forest was staged with painted backdrops. The scene-stealing fairytale Grandma is played by 91 year old ballet dancer Barbro Svalander, who brings a playful physicality to this weird, wise and wonderful character.
“Building a universe yourself allows for so much oddness and anarchy since it is our rules, our world, and that is something I, the whole team and &Co enjoyed to play around with” says Renfors. “The physical theatrical backdrops, the wardrobe, the bizarre camera lens behaviour (the same lenses that they shot Poor Things with) as well as the acting and dialogue, it was all a big playdate of the best kind!”
“A big salute for our friends at Rynkeby too, to chase for something outstanding and in so many ways ‘wrong’ in this segment. That creates so many ‘rights’!” Renfors continues. “That boldness in freedom and playfulness is genuinely refreshing, and I hope to see much more of this!”
