Septemper 1st, 2010
Teemu Kurko of King approached Piñata with a new brief: Upcider had won the tasting competition and renewed their bottle labels, and basically the idea was to illustrate a beautiful paradise-like setting with some bottles in it, rich of color and light - maybe some butterflies and flowers even. The kind of image you could actually taste.
"Immediately as I saw the rough layout I thought there was a lot of potential to create a stunning image", says Tuomas. "But the first challenge was trying to top it and bring some more kick to it."
Tuomas had previously painted the leaves and vines for the new Upcider bottle labels and now it was time to extend the same kind of style and feeling to a complete scene taking place the midst of the forest.
Since there was a heap of visual information in the brief to include, thinking about the inner hierarchy of the image and elements was important already at a early stage. "For example, to get some nice studio-like lighting to the bottles, we added some branches and vines over them to give the bottles more shadow. Eliminating the background light from our main focal point gave us more freedom to create a beautiful product shot and keep a lot of depth and information in the background at the same time."
The image needed some 3D, stock footage and painted elements and even a animated version was going to be made, so some thorough planning was in place: First we painted a rough concept painting and we started working there onwards. Timo rendered the bottles in 3D and Tuomas retouched them to fit the scene. "The bottles needed some extra boost to lighting because of the intense background. But I knew quite well from the start in what direction I should go with it.", says Timo.
Film
After the print was finished, Henri started working on the animation: "We basically worked from the material created for print. I added some animated details and 3d elements to give it more life and movement. Like a couple butterflies flying, light streaks filtering through the foliage and so forth. Make some movement there."
And somehow that's usually the way if goes: A great amount of little things, even very minor ones, together create a sense of life and complete each other.
Credits
Client: UpciderAgency: King
Creatives: Teemu Kurko, Kasimir Häiväoja, Jouko Laune
Project Management: Maarit Haavisto