The words 'desire,' 'change' and 'begin' urge the girl on, while she grabs a rose and suitcase along the way. Her journey ends at a train station, where she has a choice. Stay, or follow her instincts to move forward and change?
Agency founders Jeff Weiss and Paul Offermann created the story, look and idea. Jake Scott, editor Andre Betz and The Mill's Daniel Morris created the look for the train station at the end of the film, ensuring that it was sleek and in-line with the Martini brand. Daniel created the large Martini sign with the neon sign lighting up seamlessly for a bright finale as the sun set.
The gorgeous imagery and color palette came down to cinematographer John Mathieson, well known for his work on the Oscar winning film Gladiator, and Mill colorist Fergus McCall. Fergus comments "The initial look of the film came from photographs Jake had sent of Rome in the 1950's and 1960's. We pushed the warm stone textures, and the stylized contrast was a nod to the reversal film stocks of the period.
"For the ending, we needed to create a harmony between the classic warm look at the start and the modern train station. Jake and I found just the right balance for the beautiful footage."
Martini's spot will air on television and in theaters across Europe.