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Computers are great for accomplishing visual tricks, but sometimes they leave behind that artificial sheen. The easiest way to make action seem real is to make it real. Well, not the easiest way—it can be just as laborious, but the process is refreshingly physical rather than virtual.
Take this new Swedish ad for If Insurance, from agency Forsman & Bodenfors and director Adam Berg. It takes place in a burned-out toy shop, with the owner rushing in, horrified to see her business a charred ruin.
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