MJZ Director Dante Ariola's previous commercials for Wrigley's 5® gum are renowned for their filmic quality and hi-tech style. Since we were a part of the first campaign, we jumped at the opportunity to collaborate with him again on the new ad for the React™ gum series. As we expected this latest spot, out of Energy BBDO, delivers a big punch.
The predominately CG spot is a take on the classic
psychiatrist's inkblot test. Dante uses his blend of smooth and
imaginative direction to portray the test subject's individual
responses via swirling dark ink images.
Chris Knight, our Lead Flame Artist explains, "It's always a
pleasure working with Dante, he has a great eye and knows exactly
what he wants to achieve. This spot has given us the chance to dip
into a broad range of visual effects - sci-fi motion graphics,
matte painting and of course a lot of CG by way of the set
enhancements, robot arm and ink cloud. It was a perfect
collaboration between all parties."