November 13th, 2008
Fruitbox is a company that says fresh fruit is the best way to fight Finnish winter darkness. They supply their customers with regular deliveries of mixed seasonal fruit on a handy tray.
Art Director Jani Ekonen of Gringo came to us with an idea of a box of oranges acting as a bright light. The picture called for a strong contrast between the gray Finnish winter and the warm light emitting from the oranges. We all thought sticking to a simple gray-orange colour scheme would do the idea most justice and decided to keep the surroundings very simple. Jani had already chosen to use only oranges in the picture, even though Fruitbox selection really consists of six to nine different fruits.
3D artist Jani Karvonen went about building the scene by unwrapping and scanning an actual orange. He used the material as a basis for building the fruit textures. The fruit box was modeled as a realistic and light, roughly stapled together wooden box you could find in any fruit market. The idea was that someone has just improvised the idea of using the box of oranges as a lamp. We finished the fruit with some water drops for that extra bit of freshness.
The picture was made for online use as well as for print advertising, so we made two versions of it: the regular bright version and another one with the oranges' light turned off. With just two frames we don't really call it an animation, but it works nicely online anyways.
Credits
Client: FruitboxAgency: Gringo
Creatives: Jani Ekonen, Heli Visti