The directors and producers from London-based production company and design studio Brand New School (BNS) are very proud to detail their latest project. Developed in partnership with DDB London and Philips, the campaign’s stylish spots for the new PerfectCare iron recently debuted in Australia and Western Europe, and will soon begin airing in other countries worldwide. The revolutionary PerfectCare is the first iron to maintain the optimal combination of temperature and steam to keep its soleplate at a constant temperature. This feature makes it possible to iron fabrics of any fibre content at one temperature; even when left on fabrics for up to five minutes, there is no risk of burning or marking of garments.nnTo introduce the product, DDB’s creative team proposed making a road through a landscape of clothes. "The idea is lovely and the script was beautifully written," said BNS founder and director Jonathan Notaro. "We simply interpreted it, translating that idea into a serene drive mimicking landscapes a bit more deliberately, and having fun with translating fabric textures and clothes into a narrative arch. We all agreed that a whimsical ending connecting the fabric trail with the real world would be effective, so I thought of introducing a cresting wave idea… drawing on my surfing background much more than any deep understanding of ironing. Tonally, we also wanted to keep the story simple and charming, rather than some grand VFX journey. I really applaud the agency for reinforcing this notion throughout."nn"Philips’ PerfectCare iron is a genuinely innovative product, which brought with it a real creative opportunity," said Tom Kingham, of DDB. "The resulting TVC stems from a fantastic idea, and working with Brand New School allowed us to execute it in the best possible way. The result is a charming and stylish advert, communicating its core idea in an imaginative and unusual fashion." nnThrough the use of practical cinematography, the spots present a seamless cinematic journey showing the PerfectCare ironing different types of clothing. Ultimately, BNS delivered multiple versions of the :30 spot featuring the product in its different colors, along with many shorter versions. nnnPhilips PerfectCare from Brand New School on Vimeo.nnThe BNS crew pre-visualized the camera move in 3D, then translated the measurements to construct a set designed with production designer Olly Williams. The art department spent two days building and dressing the set, allowing Jonathan and director of photography Tim Green to program the motion control move – and also play with the details in the palette of fabrics. "It was a very collaborative process throughout, and everyone got to pick through our piles of clothes on set and contribute," Jonathan added. "We captured everything in-camera as separate passes for the sun flare (a light), wind, dust, and even steam elements. At one point – to the dismay of the camera folks – we fastened the steamer to the motion control rig to get a believable trail."nnThe motion control move and various effects passes were shot against a blue screen using the ARRI Alexa camera system with a Cyclops motion control rig. Adding 3D elements created in Autodesk Maya for the transition from the fabric trail into a home, BNS lead compositor Blake Huber combined all the passes in Autodesk Flame to finish the picture seamlessly.nnFor DDB London, the team consisted of creative directors Neil Dawson and Scott Walker, copywriter Ric Hooley, art director Vix Jagger, agency producers Rachel Amess and Vicky Cullen, global business director Dudley Desborough, account director Tom Kingham, account manager Lauren Tomlinson and account executive Naphtali Torrance. Additional BNS credits include London executive producers Kayt Hall and Geraldine McCarthy, producer Georgina Poushkine, VFX supervisor Des Anwar, production manager Michaela Miesen, 3D artist Sam Brody and VFX artists James Ballard and Attilla. Complete project credits are available upon request.nnFor further information on the Philips PerfectCare, please visit www.philips.com/perfectcare.nnAbout Brand New SchoolnWith offices in New York, Los Angeles and London, Brand New School is a vertically integrated production company and design studio that delivers extraordinary media on all platforms. Offering a new model for creative digital production, we are filmmakers, developers, designers, animators, editors, illustrators, and producers dedicated to driving communications to new heights. Akin to leading academic institutions, our guiding philosophies prize experimentation and learning, and our commitment to discovering the best ideas for our clients is absolute. For more information, please visit www.brandnewschool.com.
Roger Darnell DWA for Brand New School Phone: +1.828.264.8898 Contact Roger via email
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More