Silver
Production & Post-Production
Visual Effects
| Entrant: | McCann New York, New York |
| Brand: | Smirnoff |
| Title: | "Atomic" |
| Corporate Name of Client: | Diageo |
| Client Company: | Smirnoff |
| Client Company Global SVP, Smirnoff: | Stephanie Jacoby |
| Client Company Global VP, Smirnoff: | Nicola Heckles |
| PR Company: | Smarts Agency |
| PR Company Business Director: | Adonia Wasson |
| PR Company Senior Media Consultant: | Guy Marturano |
| PR Companies Senior Communications Consultants: | Fern Thomson/Alban Maginness |
| PR Company Account Director: | Meg Spenchian |
| Agency: | McCann New York, New York |
| Global Chief Creative Officer: | Javier Campopiano |
| Agency EVP, Global Executive Creative Director and Head of Art NA: | Cristina Reina |
| Agency EVP, Global Executive Creative Director: | Pete Johnson |
| Chief Creative Officer: | Shayne Millington |
| Agency SVP, Group Creative Directors: | Guilherme Racz/Lucas Casão |
| Associate Creative Directors: | Camilla Ciappina/Daniel Trimarchi |
| Agency Chief Production Officer: | Aaron Kovan |
| Agency SVP, Co-Producer: | Judi Nierman |
| Agency Co-Producer: | Christine Clavio |
| Agency Senior Music Producer: | Colleen Dahlstrom |
| Agency Junior Music Producer: | Madison Rowe |
| Agency Director of Music, BA Licensing: | Jamie Jou |
| Agency Senior Project Manager: | Amanda Lang |
| Agency SVP, Director of Creative Excellence & Operations: | Stella Warkman |
| Agency VP Director of Business Management: | Hovannes Moussati |
| Agency Talent Payment Manager: | Debbie Myllek |
| Agency EVP, Global Business Leader: | Colby Webb |
| Agency SVP, Group Account Director: | Alba Berdala |
| Agency Global Account Director: | Genevieve Clarke |
| Agency EVP Global Strategy Director: | Sarah Watson |
| Agency SVP Group Strategy Director: | Justin Luk |
| Agency Strategy Director: | Colleen Gleason |
| Production Company: | Riff Raff , Los Angeles |
| Production Company Owner: | Matt Fone |
| Director: | The Sacred Egg |
| 1st AD: | Jez Oakley |
| Executive Producer: | Jane Tredget |
| Producer: | Matthew Posner |
| Director of Photography: | Simon Chaudoir |
| Production Designer: | David Hindle |
| Production Company Costume Designer: | Hannah Edwards |
| Production Company Choreographer: | Charlie Mayhew |
| Production Company Drinks Stylist: | Tara Garnell |
| VFX Company: | The Mill London, London |
| VFX Supervisors: | Pete Hodsman/Vittorio Barabani |
| VFX Company Creative Director: | Fabian Frank |
| VFX Company Colourist: | Pete Oppersdorff |
| VFX Company Executive Producer: | Louise Unwin |
| VFX Company Senior Producer: | Polly Roberts |
| VFX Company Production Assistant: | Ellie Georgiou |
| Edit Facility: | Final Cut - US |
| Service Company: | Page International , Savannah |
Description:
To address this, we created "Atomic," a visually stunning film that captures attention and resonates deeply within culture, embodying Smirnoff's belief in the power of human connection.
The film unfolds like a ballet, with individuals transforming into bubbles that bounce, swirl, and morph into a magnificent vortex.
This mesmerizing visual metaphor showcases diverse characters intertwining in a collective effervescence, reminiscent of Smirnoff's signature cocktail bubbles.
To bring this vision to life, we pushed the boundaries of film craft and production. "Atomic" seamlessly blends practical cinematography with cutting-edge CGI, creating a unique visual language that's both tangible and magical.
The production involved intricate choreography of over 100 dancers moving in perfect synchronization without wires or harnesses, adding an organic feel to the digital transformations.
The complexity of the production is evident in scenes featuring up to 48 layers, each meticulously crafted. In post-production, the VFX team faced the challenge of integrating live-action footage with CGI elements, requiring countless mathematical calculations to ensure natural bubble movements. This resulted in an immersive experience that blurs the line between reality and fantasy.
"Atomic" not only showcases technical excellence but also demonstrates a deep understanding of brand storytelling. The narrative arc, from a lone woman entering a bar to a collective celebration, mirrors Smirnoff's journey from individual enjoyment to shared experiences.
This alignment of best-in-class craft with brand message creates an immersive, emotionally resonant, and powerful brand experience.