Jonathan Notaro and his BNS colleagues are very proud to detail their latest project: Developed in partnership with Publicis QMP Ireland and Cadbury, the sumptuous :60 broadcast/web spot for Cadbury Dairy Milk entitled “Icons” recently debuted as a key part of the brand’s biggest ever integrated marketing campaign in Ireland.
As the project’s director, Jonathan’s challenge began with what he describes as “a beautifully poetic script” and a detailed agency briefing, which called for an ad that would “seduce” viewers with footage of tempting, mouth-watering chocolate in all its glory and perhaps involve “hints of cheeky humour.”
“We all felt that this project would build on some of our previous work while offering us a new direction with its dark, dramatically slick tone,” Jonathan says. “Using the process as a starting point we began designing abstract scenes that were surreal and terrestrial to create a mysterious visual narrative. We wanted to capture the behavior of these different elements with a little sleight of hand, so we decided to fuse photo-sonic photography for the scenes we could capture in-camera and CG for the scenarios that were impossible to film.”
Credits:
Project Name: Cadbury Dairy Milk "Icons"
Length: :60
Debut Date: Sept. 3, 2011
Film Studio/Location: Duke's Island Studios, West London
Main Tools: Photron FASTCAM BC2 HD camera system, 99K Linear Longstrike Lightning Strike lights, Adobe Creative Suite and Autodesk Maya, V-Ray.
Client: Cadbury
Marketing Manager: Greta Hammel
Brand Manager: Aideen Murphy
Advertising Agency: Publicis QMP, Ireland
Creative Director: Ronan Nulty
Copywriter: Darragh Carey
Art Director: Avril Durkan
Account Director: Kerry Fitzgerald
Agency Producer: Margaret Levingstone
Production Company: Brand New School London
Executive Creative Director: Jonathan Notaro
Director: Jonathan Notaro
Art Director: Ricardo Villavicencio
Director of Photography: Tim Green
Executive Producer (London): Geraldine McCarthy
Executive Producer (NY): Devin J Brook
Producer (London): Georgina Poushkine
Production Manager (London): Michaela Miesen
Post Producer (NY): Madison Brigode
Storyboards: Will Rosado
Designers: Ricardo Villavicencio, Freddy Arenas, Mario Sader, Wakako Ichinose, Sakona Kong, Andy Bernett, Caleb Halter
CG/VFX Supervisor: Vadim Turchin
Animator: Meng-Han Ho, Walter Lubinski, Jerry Chow, Michael Garcia, Seon Crawford, Oyekunle Jegede, Jeff Bryson
3D Lighter: Ryan Lang, Eric Concepcion, Bill Dorais
3D Modeler: Alek Vacura, Piotr Glabinski
Flame Artists/Compositors: Aska Otake, Joe Vitale, Elsa Tu, Sheila Sullivan
Practical Visual Effects Company: Artem Visual Effects London
Music Track: Steve Miller Band's "Abracadabra"
Sound Design and Final Mix Company: Mutiny Sound Studios Dublin