Saatchi & Saatchi lost the regional creative account to Y&R in June this year. In partnership with The Sweet Shop director Dylan Pharazyn, Saatchis ends the three-year relationship with the beer brand on a high note with impressive graphics.
The surreal ad sees blocks of ingredients from the cleanest waterfall and finest field fly across the sky to make up a bottle of Tiger Beer.
Pharazyn said, “It was clear from the first call that we [Saatchi & Saatchi] were all on the same page wanting to make this spot truly outstanding. Unique visual ideas like this are rare and for me, this one ticked all the boxes.”
Speaking of the complexities of the production process, he added, “This was fun! Effectively we created all the top edges of the cube in-camera by roping down sections of barley to give us flat surfaces in both directions. The back edges were shot with a blue screen slotted in behind. Once we had all edges, the middle section was cut out in flame... so the high angle shot is all in camera with some 3D particle simulation to give it energy.”
Credits:
Project Tiger Beer - Ingredients
Client Asia Pacific Breweries
Creative agency Saatchi & Saatchi Malaysia
Senior copywriter Alex Wong
Senior art director Nazly Kasim
Agency producer Keng Kee
Production company The Sweet Shop
Director Dylan Pharazyn
Producer Fiona King
DOP Ginny Loane
Art director Peter Marshall
Editor Michael Lonsdale
Post-production company Digital Post Auckland
Exposure Television
