A love struck amalgamation of kitchen utensils attempt to reunite as a diner closes for the evening.
With two delightful spots for Cracker Barrel, Director Nieto of Paranoid US creates a magical breakfast voyage, traveling through the preparation of a meal at the famed restaurant. The spots are a debut for Euro RSCG/Chicago’s new brand campaign entitled “Handcrafted by Cracker Barrel”. Through the use of miniature sets built in connected wooden boxes, various scenes take place to reveal a story of comfort and home, concepts that are synonymous with the diner/country store.
Two very important factors contributed to the success of these spots: a detailed set and well-crafted transitions. To create the set’s meticulous features, the team turned to Production Designer Damon Fortier, who brought his extensive experience in model construction. The set was a combination of found objects, such as vintage suitcases, reclaimed wood and old doors, as well as actual Cracker Barrel paraphernalia used in their local stores, which was then shipped out for the Los Angeles production. Custom-made miniature furniture was also fashioned to produce exact dimensions to that of the furniture in the store.
To retain authenticity, both Nieto and the agency were determined to craft as much of the subtle trickery as possible in-camera. In pre-production, the creative team constructed a large-scale mockup of the planned set to assess proportions and sizes. Nieto then did a pre-visualization of the mock-up, which he later converted into a 3D scale. Since virtually every box was a different pass it was important to be completely accurate on set. The shots were ultimately composited in post, by tracking and then combining takes, to create a thoroughly seamless storyline. As both space and time were constrained, Nieto took special care to pace the action perfectly, so that the concept actually worked. The spots were color graded by Mark Gethin at MPC Los Angeles to enhance the warm tones of country life.
And to think Nieto, a Colombian-born director living in France, evokes the American cultural experience of Cracker Barrel so well!
PRODUCTION: PARANOID US
EXECUTIVE PRODUCER: CLAUDE LETESSIER
LINE PRODUCER: LISA COWAN
DIRECTOR OF PHOTOGRAPHY: TOM LAZAREVICH
PRODUCTION DESIGNER: DAMON FORTIER
CHIEF CREATIVE OFFICER: JASON PETERSON
EXECUTIVE CREATIVE DIRECTOR(s): WILLIAM MERICLE
ASSOCIATE CREATIVE DIRECTOR(s): CHRISTIAN JACKSON
SR. ART DIRECTOR(s): SCOTT RENCH
SENIOR INTEGRATED PRODUCER: BRITT DROUET
POST PRODUCTION : PARANOID DESIGN STUDIO
HEAD OF POST PRODUCTION: GUILLAUME RAFFI
EDITOR: JOE SHAKULA
VISUAL EFFECTS PRODUCER: RAENA SINGH
VISUAL EFFECTS ARTISTS: PILON LECTEZ, ANDREW COOK
MUSIC COMPANY & CITY: DUOTONE AUDIO GROUP/NEW YORK CITY
EXECUTIVE INTEGRATED MUSIC PRODUCER: DAVID LEINHEARDT
SOUND DESIGN COMPANY & CITY: DUOTONE AUDIO GROUP/NEW YORK CITY
TELECINE: MOVING PICTURE COMPANY (MPC)/LOS ANGELES
TELECINE ARTIST: MARK GETHIN
Dream A Little Crazy music video commissioned by Aussie pop band Architecture In Helsinki is a surreal candy–coloured–scientific–circus, that collaborators Lucy McRae and Rachel Wingfield call 'The Biological Bakery'. A series of absurd machines provide the backdrop for this entirely edible DIY bio fab–lab operated by lead vocalist Dr Bird and his twinned assistants. Using familiar baking processes that merge the mass production of food with the representation of the body, a production line of miniaturised band members are transformed into edible, cloned body parts that are dipped and rotated on mass in huge vats of bacterial skin. The Biological Bakery hints at how synthetic biology could develop in the home.
The Biological Bakery is a creative collaboration led by body architect Lucy McRae and spatial experimenter Rachel Wingfield who operate on the fringes of magic, science and intuition. Interfacing the body with the spheres of architecture and society their experimental and playful approach celebrates the epiphany in the creative and innovation process.
Dream a Little Crazy is a happiness filled tune crafted for a generation of anti-gloom futurists.
Commissioned by Protein for Channel 4 'Random Acts' and Architecture in Helsinki.
BEHIND THE SCENES vimeo.com/lucymcrae/behindthescenesaih
Winner of Golden Nica at Ars Electronica 2014
Architecture + Evolution + Movement
Referencing the utopian visions of 1960’s architecture practice Archigram, Walking City is a slowly evolving video sculpture. The language of materials and patterns seen in radical architecture transform as the nomadic city walks endlessly, adapting to the environments she encounters.
Soundtrack by Simon Pyke