‘Smash It’ Campaign
We were asked to provide a dramatic and explosive effect for the launch of Nrich drink.
Casting junk food aside in favour of Nrich, we blasted crisps, sweets, cocktails, chips and doughnuts sky high using compressed air and break-away glass.
HOW WE DID IT
We worked with Kindred to come up with some visually dramatic ways to explode the unwanted junk food. The main hurdle we had to overcome was how to safely destroy something with maiming our hand models. As we had close proximity and were shooting at 50fps, compressed air mortar was the obvious choice over pyrotechnics. We replaced all glass and crockery with sugar glass replicas, rigged the doughnuts with extra cream and instructed our hand models to hit strategic points to produce the maximum amount of chaos. We also made toughened replica cans, complete with labels, to ensure they sustained the impact as well as appearing camera ready for the pack-shot finish.