Not To Scale craft spot for Dunkin' Donuts
Not To Scale and director Ronda create a dynamic, super charged spot for Dunkin' Donuts.
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Agency BBDO NY approached Not To Scale and Directors Ronda to create this energetic spot for Dunkin’ Extra Charged Coffee.
With a cool mix of Dunkin’ fans in streetwear, the scenes crackle and fizz with electricity and dynamism encapsulating the Dunkin’ coffee and its extra charged capabilities.
The creative concept consisted of working that extra energy and everything revolves around that both the actions and the framing of the shots. The lightning bolts enhanced this and was a connector between actions and characters. The goal was for everything to be dynamic and extreme, at the same time human and unique.
Credits
View on- Agency BBDO/New York
- Production Company Not To Scale/USA
- Director Ronda
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Credits
View on- Agency BBDO/New York
- Production Company Not To Scale/USA
- Director Ronda
- Creative Director Ricky Anolik
- Creative Director Paul Elicker
- Senior Producer Katie Greene
- Creative Director Santiago Graziano
- Creative Director Fernan Graziano
- Creative Director Miguel Cesti
- Producer Ines Palmas
- Art Director Delfina Perez Adan
- Executive Producer Dan O'Rourke
- Producer Rasha Clark
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Credits
powered by- Agency BBDO/New York
- Production Company Not To Scale/USA
- Director Ronda
- Creative Director Ricky Anolik
- Creative Director Paul Elicker
- Senior Producer Katie Greene
- Creative Director Santiago Graziano
- Creative Director Fernan Graziano
- Creative Director Miguel Cesti
- Producer Ines Palmas
- Art Director Delfina Perez Adan
- Executive Producer Dan O'Rourke
- Producer Rasha Clark
Working with Dunkin's colour palette as a base, Ronda added black and white to accentuate the contrast that the lighting bolts' brightness needed. At the same time, the camera and the super-extreme perspectives accentuated the dynamics and high speed that play a very defined role in the animation. With this style, everything became “Extra,” both the actions and the extreme camera angles and positions.
‘Our characteristic Ronda style can be seen in the use of full colours, the compositional construction of the shots and the spatiality. At the same time, the script led us to explore new and different uses of the camera in the 2D universe.’
The combination of the fluid transitions, created with cel animation, and the energy of the camera moves make this a pacey film you want to watch again and again.
