The TV Spot… the making of
Take a look behind the scenes of the lavish TV spot and discover the balance created between the new and the old.
The Asian style of creating watercolours inspired the design of the label for Carpe Diem Kombucha and is conveyed in the TV spot. Mathias Nelke, Creative Director at leading creative agency Red Bull Creative, says, "The most difficult thing was developing something from watercolours and creating a look that was traditional and yet contemporary at the same time." As watercolours are sometimes seen as an old-fashioned and boring art form, attention was focused on building a new, dynamic approach.
Mathias Nelke continues, "To achieve realistic-looking movements, we had to film ink. You cannot recreate these processes digitally. We experimented with different ink types, some water based, others oil based, to see how they would react with water and with the paper." The best result was then used for the illustration, allowing a natural and unique look to emerge. The final, digital animation brought life to the illustration. The result is a balance between the traditional and the modern, both a visual and an acoustic intertwining of the ancient and the contemporary. The music we put together ourselves also meets this requirement. It is almost entirely played on traditional Japanese instruments.
The TV spot's music and the flowing illustration represent an oasis of calm in the usually fast-paced commercial break.
