Direction

Frangi | Goddess.

The Brief

Directed by MPC’s Barry Greaves and Nikola Stefanovic, our Shanghai team partnered up with production company Animal Factory and agency Heaven & Hell to create an epic, CG film for new cosmetic brand Frangi.

Our Approach

Directed by MPC’s Barry Greaves and Nikola Stefanovic, MPC’s teams partnered with Animal Factory and Heaven & Hell to create an epic, CG world for the launch of cosmetic brand Frangi.

The film follows celebrated pianist Gina Alice Redlinger as it takes the viewer on a journey into different landscapes, from rugged cliff tops to the grand, dramatic interior of a mysterious marble palace.

Fully created in CG, the worlds you see on screen are based on a basic set build which was captured during the shoot. There were many elements to consider for each environment, extensive research was carried out and the team gathered references for the architecture, textures, landscape, mood and tone. This research allowed the team to create the extremely detailed world for Frangi, which Gina was then immersed into.

Throughout the film, Barry and Nikola focused on the framing and camera movements, whilst keeping the film grounded and realistic, but still engaging.

The Results

The campaign creates a feeling of grandiosity and mystery with an almost spiritual atmosphere, while keeping our heroine as a central point of the narrative. The campaign marks an ongoing directorial partnership between Barry and Nikola – they co-directed a fully animated spot for Nestlé, which also featured a brand-new character created by MPC.

DIRECTOR
Barry Greaves and Nikola Stefanovic
CLIENT
Frangi
AGENCY
Heaven & Hell

Planning is so important for something of this scale. Essentially, we are creating a new world; we must understand where Gina is walking, what she should be looking at and what the lighting setup for each shot should be. After the concept and design of the palace, the whole set was built in CG in order to give accurate measurements to the production team to build an environment in which to shoot.

Barry Greaves, Director, MPC

We’ve worked on a lot of beauty products, so it was a thrill to be given a platform to explore more storytelling with an emotional component. We focused a lot on framing and camera movement, keeping the film grounded and realistic, but still engaging. We sought to create a feeling of grandiosity and mystery with an almost spiritual atmosphere, while still keeping our heroine as a central point of the narrative

Nikola Stefanović, Director, MPC

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