Caution: Snow Storm Ahead
"Snowglobe" is a collaboration between The Mill and
Energy BBDO for Wrigley's 5 Gum. This icy spot visualizes the
sensation of the new 5 Ascent Gum, which intensifies as it is
chewed. The spot culminates in a massive amount of CG snow and ice
roiling intensely around a victorian, larger than life snow
The Mill team examined large snow globes to research
how the miniature, fake snow encased world would actually
appear through warped glass. To create the whirlwind
effect, the fans come on and the CG flurries begin; details of
dust and snow were added to the vegetation and frozen tree
explosions were created. The 2D team gradually built up the
snow environment to blizzard like conditions where everything
freezes, creating the snow globe effect.
2D lead Gavin Wellsman adds "When you shake a snow
globe, you get a glittery pearlescent feel to the snow. For the
last couple of shots, it was key to match what the snow globe
snow would look like, paying close attention to creating the
distortion through the thick glass. We decided on a victorian look,
and extended the greenhouse set to build the perfect backdrop for
the frosty snowstorm."
Wrigley's 5 Gum spots are known for their striking
visuals, and The Mill's color team wanted to produce a grade that
heightened the intensity of the narrative.Luke Morrison color lead
said "We created a filmic look by slightly rolling off the contrast
throughout the spot. Adding to the mysterious feel, we darkened and
desaturated, bringing in subtle blue and green hues to the
Boom. Bang. Pow. The thermometer drops, the intensity
builds. And that's how you chew 5 Gum.
Watch the world come to life in a side-by-side video comparison.