Maggi Mee in My Mug
10. Craft Kancils [10.1b Film Direction: Campaign]
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Links:
https://www.youtube.com/watch?v=NoJA56FZTAw
Product/Service:
Maggi Mug
Client:
Nestle
Brief:
With a limited timeline (less than 2 weeks of preproduction), the client wanted to create a visual campaign that brings awareness to Maggi Mug, whilst demonstrating how simple it would be to make one ie. Masuk, Tuang & Makan. Additionally, to include an animated noodle puck mascot to further illustrate the steps.
Solution:
We were quite inspired by an old 1996 Maggi Ad that used fade-in/outs to blend the different steps of making a Maggi Mug. So, in an homage to the aforementioned ad, we wanted a fresh modern take on the same concept i.e. showing how easy it is to make Maggi Mug (in 2024!) in an uninterrupted sequence. By using a Roboarm and carefully timed table-top rigging, we shot a true 'uninterrupted' sequence of the Maggi Mug preparation - everything there (apart from the mascot) was done in-camera - no CG water or noodles here! Intensive testing was done with the camera and food styling team to ensure that every consideration was accounted for.
