Draft FCB Chicago and Director Nicolai Fuglsig Deliver 'Bread'
In Director Nicolai Fuglsig's spot for Dow Solutionism, 'Bread,'
we follow a man on his bicycle across the globe with the world's
tallest stack of gluten-free bread balancing on his head.
"The bread stack was a mixture of 3D and 2D," explains The Mill
NY's Lead 2D Artist and Shoot Supervisor Corey Brown. "The original
intention was to build a rig on the bike that could support the
enormous weight of the bread. This alone was a feat of engineering
genius, using a complex system of powered gears, structural support
and an outrigger for stability and to hold the batteries."
Because the fiberglass bread stack was extremely heavy, the rig
was incapable of carrying the full load. The stack was then cut
down into smaller sections, each about three feet high that could
be stacked to various heights depending on the shot.
Brown continues: "When it came to the post, we used the live
bread for the static, rigged shots (like on the boat), we used the
static reference as a 2D element for the shots on flat ground which
didn't need much "bounce'" and we used 3D for the more
The secret to making it look so good? Says Corey, "It's
having the right people working at their best; having the right
people on the job and keeping a good communication flow among the