May 19th, 2009
When Art Director Joona Mantere came to Piñata with the idea for a new campaign for Funlight juices, we could tell right away it was our cup of tea. The light, colour and lagoon atmosphere were all right up Tuomas' alley and he was more than eager to start creating a photorealistic picture of a theme he had spent so much time painting.
"I started building the picture as a clear-cut case drafting the build and composition with small pen sketches.", says Tuomas Korpi. "And it turned out to be much more difficult than I had anticipated. At first I just couldn't grasp what I was aiming for."
"It took some work and do-overs to get the image moving in the right direction.", Tuomas continues. "With the painting I once again had to go humbly back to the basics, only then I started getting what I was aiming for. This is very usual with these kind of complex images with a lot of depth and different elements to take in consideration. If you look past the painted feeling, the core elements of the image were pretty well in place at this lay-out stage already."
Compositing the picture with a lot of material gathered from various sources can be quite challenging at times, and this image was no exception. Adding new elements such as rocks called for certain kind of leaves and while working on the foreground you suddenly need a whole new look to the lagoon on the back. "It was a lot of work and fun at the same time working with the highlights and shadows and stock material.", says Tuomas. "Painting the lighting effects gave me a lot of control too and allowed me to create the final image just as I wanted it."
Jani came up with a cool trick for getting the bottle shape right.
While Tuomas was working on the broad lines if the image, Jani Karvonen and Rami Riihijärvi created the product itself - the bottle and the glass - in 3D. "The core elements in the image such as the rocks and the leaves were mapped and added into the 3D scene to get the right effects into the drinks.", says Rami. "The lime was added into the scene as well to get the moist drinking glass to work on top of it."
The initial overall feeling of the picture was going too much into the direction of a warm, dry sunny day and we decided to take a turn into a cooler and moister feeling. "Adding the moss on the ground was one of the key ideas bringing a lot of moisture into the setup.", says Tuomas. "We also ended up getting rid of some of the excess eye candy we had planned such as the butterflies and the rays of light just to keep the picture clear."
The Abribus getting moist.
One of Art Director Joona Mantere's main ideas when designing the image was to have a layer of moisture on top of it, just like the Abribus ad board had gathered some vapour on it. "At first the client was a bit hesitant about the water drops being added on top of the product.", says Joona. "With the rest of the image practically finished, Rami did a great demo about the moisture and how it allows us to write text on it. Once the client saw it, we had no problem convincing them about the effect. We all feel it pushes the campaign that one step higher."
Credits
Client: Fun LightAgency: Lahtinen & Mantere Saatchi & Saatchi
Creatives: Joona Mantere, Saara Toivonen
Director: Lea von Fieandt
Account Manager: Noora Haapanen