In this new spot for paint brand Dulux, BBH London creates a charming, vibrant fantasy where colors, rather than alcohol, are outlawed during America's Prohibition days.
Everyone's feeling as glum and washed out as their drab surroundings as our heroine mopes around, oblivious to a potential suitor. The bit where a cop on the beat crushes a golden flower beneath his boot as a little girl looks on is a cute, tongue-in-cheek touch.
Directors Christian & Patrick of Park Pictures don't rely on black-and-white photography, which can, in some instances, look nostalgic and inviting. Rather, the film's palette is gray and faded, its colors barely perceptible, an effective technique that adds a splash of realism and enhances the downbeat vibe.
Suddenly, bullets fly, cans and barrels are punctured and smashed—and some lucky folks start seeing the world in different hues. (Maybe they just needed a few shots of bathtub gin.)
"The spillage was all done on a pre-prepared canvas so that we didn't get any on the roads," BBH creative Martha Riley tells AdFreak. "The production designer created a massive sort of jigsaw of the canvas which was laid on top of the road and the edges were taken out in post. We were very lucky with the weather that day as there were looming rain clouds, but we managed to shoot the scene before the daily downpour."
The narrative defines happiness in broad strokes, which seems entirely appropriate for a paint commercial. Ultimately, the film does a fine job of blending color and mood, and its message isn't easily brushed aside.
Agency: BBH, London
Creative Team: Martha Riley, Richard Glendenning
Creative Director: Nick Allsop
Team Manager: Hannah Madden
Team Director: Tracey McIntosh
Strategy Director: Tom Roach
Strategic Business Lead: Ann-Marie Costelloe
Producers: Georgina Kent, Ruben Mercadal
Assistant Producers: Phil Cross, David Lynch
Production Company: Park Pictures
Director: Christian & Patrick
Executive Producer: Stephen Brierley
Producer: Richard Fenton
Director of Photography: Benoit Delhomme
Postproduction: Electric Theatre Collective
Producer: Matt Williams
Shoot Supervisor: Yourick Van Impe
Lead Flame Artist: Giles Cheetham
Flame: Andrew Stewart, Yourick Van Impe
Nuke: James Belch
Lead 3-D Artists: Remi Dessange, Gerard Dunleavy
3-D: Dan Marum, Laury Guintrand
Matte Painting, Gerard Dunleavy, Dave Gibbons
Grading: Aubrey Woodiwiss
Editing House: Peepshow Post
Editors: Andrea Macarthur, Lizzie Graham
Sound: Raja Sehgal, Grand Central Sound Studios