Tiger Beer has the right Sweet Shop ingredients in new blockbuster via Saatchi & Saatchi Malaysia

Saatchi & Saatchi Malaysia’s Tiger Beer spot, ‘Ingredients’ marks the first time collaboration between the agency and burgeoning kiwi director Dylan Pharazyn of The Sweet Shop.

VIEW THE SPOT

Pharazyn loved the script and his vision for it clearly caught the eye of senior art director Nas Keng and the team at Saatchi & Saatchi. Pharazyn was thrilled to win the pitch as he explains: “It was clear from the first call that we were all on the same page wanting to make this spot truly outstanding. Unique visual ideas like this are rare and for me, this one ticked all the boxes.”

Certainly the script contained a sensibility already present in Pharazyn’s own projects. “Ingredients” offered the opportunity to harness his love of surreal/abstract imagery and render it to a very high standard. But it wasn’t always plain sailing as he explains: “The last barley left un-harvested in the world was in Gore, South Island, New Zealand and given that I wanted to capture this in-camera for a more natural look, we had to really rush to get it in time …thankfully the weather held.”

Collaborating with the team at Digital Post, he spent many weeks in post finessing the shot footage and combining it with a mix of stock, CGI and matt paintings to create bewitchingly organic floating cubes that fluidly blend to make a Tiger Beer bottle.

Undaunted by the complexities of the process, he particularly enjoyed figuring out how to shoot the barley cubes. Says Pharazyn: “This was fun! Effectively we created all the top edges of the cube in-camera by roping down sections of barley to give us flat surfaces in both directions. The back edges were shot with a blue screen slotted in behind. Once we had all edges, the middle section was cut out in flame…so the high angle shot is all in camera with some 3D particle simulation to give it energy.”

The dreamy result paints Tiger Beer as very pure and elemental – just what the agency ordered.

Pharazyn continues to direct commercials and develop his film projects in conjunction with The Sweet Shop.

TITLE: ‘Ingredients’ director cut

Post Production: Digital Post Auckland