Tiger Beer/

synopsis

Developed for a number of markets, this commercial made for Saatchi & Saatchi was crafted to convey the purity of ingredients that are expertly combined to brew premium Tiger Beer.

what

Sweet Shop director Dylan Pharazyn collaborated with senior producer Fiona Webb and the award-winning team at Digipost to create a predominantly digital commercial.

The viewer is transported through a series of surreal landscapes, culminating at the formation of the Tiger Beer bottle from cubes of nature’s purest ingredients.

Beginning with limited film and a few grabs of the bottle, the project required a combination of detailed 2D and 3D animation, extensive VFX and compositing work to produce the majestic sequences in full.

how

Each of the landscapes began as stock images and footage, with considerable time in Flame and Flare needed to develop each of the beds to the level of detail and gravity required.

Digipost’s 3D team guided by head of department Greg Smith produced photo realistic ingredients cubes and a number of other animated elements to fit within the scenes.

Additional cubes were modeled in 2D, with textural details such as clouds projected onto cube surfaces in Flame.

The cubes evolved with time, with the creative team working hard to produce a spectacular look that would integrate correctly within the landscapes.

The director used elements like rubble, earth and falling barley to help expand the perception they were part of the environment.

To provide reference for the waterfall scene, the director shot a series of falling salt crystals in slow motion.

Considerable effort was required to pull together all the components in Flame, and to present the final seamlessly integrated scenes.

Senior digital artist Stu Bedford headed up the 2D and VFX team. Senior colourist Pete Williams completed the final grade and polish.

credits

• Client
• APBL Tiger Beer

• Agency
• Saatchi & Saatchi Malaysia

• Production Company
• The Sweet Shop Auckland

• Director
• Dylan Pharazyn