PRESIDENT CHEESE ‘Pleasure is Important’

An interesting board for the Hong Kong market from Clients Lactalis Group, Agency FCB, & Production KDCo. From the get-go, the brief was to create a delectable video where we romanticize the products and have this seamless background transformation as our female lead is transported from Hong Kong to Paris if only for a moment. Based on a researched animatic – we follow the visuals rather closely, but adding in a bit of an artistic touch. Our Art Director Harris fabricated a sandwich drop rig which proved invaluable to production, allowing us to shoot several layers of ingredients against a green screen. He also provided a huge turntable that had to fit our talent, our table & another chair. With tracking marks in the background, we shot her against green as well. Then in post-production, we had Xian Gen generated an AI Hong Kong backdrop that seamlessly transforms into Paris that was later comped in by our Online Artist MC. During shoot, we had 2 setups, for food, & for talent. Her consumption scenes required quite a number of hours, as it was crucial that she looked like she enjoyed it. What added to the challenge was the cheese pull requirement. So, we had to shoot that in layers, having her simulate an actual bite & chewing that helped to sell the deliciousness of the sandwich, & then we had a separate shoot for the cheese pull. The final French Flag background was approved after several rounds of different colored backgrounds, from red, to gold, etc. DPed by Chin, using the Pixboom Spark for all food shots, & the Red V Raptor for the talent shots & non- high-speed shots. Offlined by Max, Color Graded by JF. Audio by Nico France. Onlined by Moon Chong.