Combining kinetic motion, quick camera moves, VFX, rapid fire editing and hyper mood styling, this dynamic and graphic rich campaign for Original Source marks a return to TV advertising for the brand. Bringing to life their #packmorein brand positioning, the ad is a nod to snapchat and instagram filters, simple editing techniques, internet memes and FX loops.
Expanding upon the agency brief, director Jonathan Irwin wanted to use his penchant for rich palettes, heightened reality and visual effects to create a tightly choreographed sequence of split-screens and seamless transitions that gives the piece a powerful continuity of movement.
Through this approach the aim was to reinforce the message of 'packing more in' by literally compressing the time and physical distance between activities. This is all about the shower gel invigoration and the cues to the fruit. It's wall-to-wall action and the aim was to stand out beautifully on screen!
Shot in London, the film uses various VFX techniques to clone the protagonist and her activities, packing as much of her frenetic day as possible into the ad. Each scene features various real macro and animated fruit, blended seamlessly together with fun transitions – set to the rhythm of a catchy musical track.
The spot was directed by Jonathan Irwin and produced by Joyrider.
