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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 animated situations."


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 whole team."



  • Agency: Draft FCB Chicago
  • Producer: Executive Producer: Ivo Knezevic
  • Creative Director: Group Creative Director: Doug Behm, John Flannery
  • Group Business Manager: Lisa Stevens


  • Director: Nicolai Fuglsig
  • Producer: Suza Horvat


  • Editing Company: Final Cut
  • Editor: Rick Russell

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Carl Walters
  • Shoot Supervisor: Corey Brown, Angus Kneale
  • 3D Lead Artists: Jeff Dates, Ajit Menon, Boris Ustaev
  • 2D Artists: Corey Brown, Naomi Anderlini, Melissa Graff, Dan Defilice, Lenz Kol, Rodrigo de la Parra
  • 3D Artists: Sandor Toledo, Emily Meger, Xuan Seifert, Michael Viscione, Dave Alonso, Justin Burton, Eva Kuehlmann, Sue Jang, James Williams, Kevin Ives, and Nick Couret
  • Assist: Robert Bruce, Rosalind Paradis, Albert Cook
  • Colourist: Adam Scott, Fergus McCall

project information


Nicolai Fuglsig


Draft FCB Chicago



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