The Colony’s post production VFX studio and sister company Afterparty teamed up with creative advertising agency Droga5 on a comically seductive Australian TV spot for Kraft Foods product Pascall Chocs Mallow Bites.
Directed by comedy director Paul Goldman, the spot for the Adults Only “Mmm”-rated chocolate covered marshmallows showcases the appetizing treats in a provocative concept.
This TV spot in particular was unique in that it relied on misleading the audience for comic effect. The key idea was that the audience would momentarily think these spots were close-ups of writhing bodies during an intimate encounter, only to discover that they were in fact marshmallows covered in Cadbury chocolate.
To ensure the success of the comedic storytelling in an almost completely CG animated commercial, Goldman shot the entire spot using live action bodies prior to the animated marshmallow recreation. Afterparty used motion capture technologies to translate this action to the animated marshmallow that Goldman envisioned for the spot.
Research and development for this spot involved comparing skin textures and marshmallow surfaces to find the right medium (…) The movement of the actual marshmallow production line was analyzed and recreated, choosing interesting angles that could suggestively pass for intimate glimpses.
Visual Effects Supervisor Afterparty
The TV spot is currently airing in Australia as part of a series of spots for Pascall marshmallow products targeting women in their 30s and 40s.
Formed in 2012, Afterparty is a post-production VFX studio created by production company The Colony.
Client: Kraft Foods, Australia
Agency: Droga5 Sydney
Agency Producer: Katrina Maw
Creative Director: Steve Jackson
Art Director: Marcus Johnston
Director: Paul Goldman and The Colony
Producer: Susan Walker
VFX: Afterparty, New York
VFX Supervisor: Nick Crist
Post Producer: Jenya James
Color Correct: Afterparty New York