To kick-off the holiday season, The Mill/MPC worked with BACARDÍ to deliver four short films that blend warm beach vibes with an ice-cold glass of a BACARDÍ rum. Winter Summerland brings warmth and spirit to a chilly season by bringing the ‘holiday to the holidays’. With The Mill/MPC’s award-winning VFX and BBDO’s concept and strategy, BACARDÍ’s campaign will run until the end of January and across multiple platforms including Instagram, Facebook, Pinterest, Snapchat, YouTube, Pandora, Soundcloud, iHeart Radio and National TV worldwide.
In many ways, it was a classic VFX job where everything was shot on a blue screen and with snow on the floor. SFX and Smith & Jones did a great job building the collapsing snow domes and scaled-down chalets covered with artificial snow. The Mill/MPC then designed the environments using DMP and stock images and created the snowed-up pine trees and the palm trees as well as some of the collapsing snow from the chalet in CG. Using elements from our libraries the composting team added plenty of extra detail to the practical snow domes and the chalet and seamlessly put together the shots.
Kamen Markov, Senior VFX Supervisor at The Mill/MPC
Kamen added: “The Mill/MPC has a long and successful relationship with Director Ulf Johanson and has had fantastic support and enthusiasm from the Agency’s creative team. For a challenging project such as this one, where a very large percentage of the image is created entirely in post-production, having all parties supporting and trusting each other was invaluable.
Following this past year, BACARDÍ knew this was the perfect moment to unveil something a bit unexpected – a holiday campaign to close out 2021 with a snowy, yet delightfully cheerful and sunny, ‘Winter Summerland.’ This new campaign is meant to instil a sense of spontaneity into the holidays, reinventing how we approach the holiday season. We hope this new campaign, as well as our other holiday initiatives, spark joy and inspire people to consider rum with their loved ones as they celebrate this holiday season.” – Ned Duggan, Global Senior Vice President for BACARDÍ rum
Ned Duggan, Global Senior Vice President for BACARDÍ rum.