The new commercial for the Almarai family of brands is titled, "Trusted Freshness." and in addition to the high-quality dairy, beverage, and culinary products for which it is known, the phrase could be used to describe the spot’s visual treatment. Created via JWT Riyadh, produced by Dreambox, and directed by Plástico (represented via the Easy Mondays+Poster partnership in the US), the spot seamlessly takes us through the farming, procurement, and preparation of the ingredients required for a delicious meal. The actors remain still, and only the camera moves, from farm, to home, to kitchen (where steam rises from the pan on the stove), and, finally, out back, to a family BBQ complete with grilling, and a beautifully dressed table.
Despite the lack of motion, the characters are alive with a passion for food and time spent together.
Ale Ruax of Plástico explains the genesis of the production: "The original script was a series of traditional vignettes, and I presented the idea of doing everything in one shot,” he says.
“We wanted to retain the organic nature of the film, because the product itself is organic and fresh. So the real challenge was to get the sets and timing perfect, while always highlighting the product.” This required extensive rehearsal and choreography, Ruax related, “while getting it all done within the time allotted."
Plástico is a joint creative project founded by directors Ale Ruax and Rama Martínez. Ruax launched his career in production, working with top directors across the globe. Martinez mastered the art of conceptual design. The pair expanded their team to join forces with frequent collaborator Maca Rubio, a director with experience creating stunning commercials and music videos. To her work, she brings a unique eye for art direction, accomplishing ambitious goals without neglecting poetry and beauty. Plástico's work is like no other. Their style is unique, fresh, and always young. Their clients include Nike, Adidas, McDonald's, Burger King, Sony, Diesel, Pepsi, 7UP, Gatorade, Coca-Cola, Sprite, Volkswagen, and Ford, Chevrolet, Peugeot, Renault, Nissan, Toyota, amongsts. Individually, Rubio has worked with Adidas, Levis, Sedal, Nestle, Schneider, and more.
The Plástico collective is represented stateside via the Easy Mondays+Poster partnership.
