Poppi — Summer
I wanted to create something different with this spot. In an era where everyone is going strong with AI, I wanted to embrace a more analogue approach. So I pushed for a mix of live-action moments working alongside playful typography and full CG, colourful “Poppi” moments that really captured the brand’s playfulness. For this project, we created a bunch of R&D and tests that didn’t make the final cut but were a ton of fun to make and definitely deserved to be shared.
Client: Poppi. Studio: Steelworks. Role: Executive Creative Director. Design. Lighting.
Directors Cut
There was so much that went into the early stages of this project, so much we explored and played with that it felt like a shame for many of those experiments to never see the light of day.
With that in mind, we created a small Director’s Cut, which you can see above.
Artificial Inteligence
I experiment with AI feeding it some of our renders to see what we could get out conceptually.
Using it just internally and referencing our own renders so the results weren’t impressive but it got us some ideas to conceptualise internally.
Storyboard
It’s always fun to storyboard projects like this and know exactly what you want to do. Even tho some of it changed in the end because of client asks it was still fun to really plan the full film before we even started to work on it. Specially for the live action / practical shots.
Live Action — Behind the Scenes
I took some shots of our live action shoot. Some of the shots for this film I wanted to make them practical just because I felt like doing something that had a bit more of a physical touch. So we shot it practically in Hollywood with friends and these are some of the BTS I took from that day. Thank you all for your patience!
Credits
Client: Poppi
Studio: Steelworks
Executive Creative Director: Miguel Rato
Creative Director: Martina Stifinger
Art Director: Thiago Tallman
Global Head of Production: Hannah Byers-Brown
Executive Producer: Chago Venable
Producer: Antia Goicoechea
Design: Thiago Tallman, Alex Levington, Afonso Soares, Miguel Rato, Martina Stifinger, Sylvain Gaussens
Animation: Carol Erique, Michael Marczewski, Alex Levington, Joseph Winston, Sylvain Gaussens, Caskall, Afonso Soares, Carmelo Barberá, Arran Bish
Live Action: The Joelsons + Miguel Rato
Behind the Scenes: Miguel Rato
Storyboard: Alexc Potts
Video Editor: Claudio Vasques
Compositing: Igor Gama
Music & Sound Design: Echoic