Arla Foods – Commissioned by Markenfilm GmbH and Infected Postproduction GmbH for BBDO Proximity
Viral produced by Parasol Island GmbH
Director, Design Development, Art Direction
To develop a design concept for the launch of a new organic milk, using chalk and chalkboards. The focus being on expressing simplicity and naturalness.
As I was required to emphasize simplicity, I chose to take a purely analog approach. The first step was to make a chalkboard using MDF and chalkboard paint, which then formed the basis for the rest of the project. I then illustrated some selected elements using chalk and photographed these. Subsequently, I pulled all of these elements together into a digital composition, thereby creating an “Arla-World”.
The animation itself was also to symbolize simplicity and was therefore created using a low frame-rate. The movement of the cows was firstly rotoscoped and then re-traced, picture by picture. The end result was that we won the pitch and were awarded the contract for 3 TV commercials and an online film.
Chalk and blackboard, Photoshop, Illustrator, After Effects, Canon 5D Mark II