Superdrob / Magic

Question: How do you maintain creative 'magic' when technical constraints and budget realities force a shift to a fully digital production?
Medium: Film
Year: 2018
Role: Filmmaker / Director / Producer / Editor
Skills: Filmmaking, Editing, Visual Design, Motion, Product Strategy, Interviews, Business Problem Solving

A bold TV campaign for Superdrob featuring a surreal, invisible kitchen and flying protagonists, executed entirely on a blue screen.

Details

Tasked with reinventing poultry commercials, I directed a series of spots that replaced a physical set with a high-end digital interior.

The project pushed the boundaries of commercial VFX by blending live-action wirework with a photorealistic 3D environment and custom-composed orchestral music.

Process

Pitched a high-concept 'magical' visual direction to the client and agency to differentiate the brand from traditional food advertising.
Developed detailed storyboards and CAD drawings to bridge the gap between the set designer's aesthetic and the VFX team's technical requirements.
Directed a complex blue screen shoot involving a 44-person crew, wire harnesses for actresses, and high-end lighting to simulate a non-existent kitchen.
Supervised the post-production pipeline, including 3D environment tracking, rotoscoping, and the integration of CGI elements.
Collaborated closely with a music composer to develop a custom score that evolved from initial layered sketches into a final cinematic theme.
Managed the end-to-end production logistics, from financial structuring and talent contracts to on-set problem solving.

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