Flying Fish speculative artist and director Anita Fontaine has directed Kāpiti’s latest visual feast for the brand’s new premium range of ice creams.
Together with creative agency Shine Limited, the latest work takes viewers on a hyperreal sensorial stimulation across breathtaking New Zealand landscapes.
Shot in the South Island, the film consists of three key landscapes that become a canvas for mouth-watering Kāpiti flavour sculptures.
As viewers are transported deep into the consumer’s mind, each landscape paints a vivid picture of their taste journey and experience.
Moving past the sculptures – a leaning chocolate and hazelnut tower on a serene beach, a path of juicy passionfruit beckoning viewers through a forest, and a large chocolate shard covered in boysenberries on the mountain tops – portals transport the viewers into various stunning landscapes across the country.
Weaving together a combination of post production techniques, Fontaine created a refreshing visual universe that feels pure and real. Using a custom compositing technique to achieve the seamless portal effect, the sculptures also add energy with their textures captured in nature and adapted into 3D.
Fontaine says: “My goal was to elevate the classic ice cream commercial category by creating an adventure filled with beauty and surprise.
“In a world where so many realities are confined to four walls, this is a chance for an immersion into the expanse of Aotearoa – if not in real life then through the taste of Kapiti.”
The commercial is running across main media platforms.
Tip Top Head of Marketing: Mel McKenzie
Director: Anita Fontaine
Producer: Samantha Attenborough
Creative Agency: Shine Limited
Agency Chief Creative Officer: Richard Maddox
Agency Creative Team: Hamish Cullen and Zach Hall
Agency Producer: Pip Mayne
Group Account Director: Jo Taylor
DOP: Ziga Zupancic
Art Director: Jon Lithgow
Costume: Camille Masterantonio
Post Production: MANDY VFX
Offline Edit: Rachel Goldsworthy
3D Artist: Patrick Junghans
Colourist: Matic Prusnik
Flame: Puck Murphy and Leon Woods
Audio: Franklin Rd Music & Sound
Franklin Road Composer: Mahuia Bridgman-Cooper
Franklin Road Producer: Jonathan Mihaljevich
Franklin Road Sound Design: Shane Taipari