CLIENT: FANTA GLOBAL
AGENCY: DAVID THE AGENCY
Typically, global campaigns don't have dialog. Ignoring that, we spent a few months selling through an episodic campaign, followed by another few months producing it. Once we had a plan in place, we busted out 18 spots in six days. We also shot an insert for each spot allowing any country to seamlessly add their own scene in order to hyper-localize the campaign. Plus, we had to keep in mind that some countries don't have certain bottles or flavors or cans making each of the scenes wonderfully complicated to capture.
Working with Smoke & Mirrors and VADR technology, we were able to create a 3D map of the talent including facial expressions and mouth actions. Basically, the future. From there, they became our digital puppets. Rather than Kung Fu-style dubbing or using subtitles, we're now able to make the actors speak basically any language on Earth. It’s pretty surreal and hopefully lifts the language barrier that most global brands, like Coke, are constantly battling. All said and done, the spots will be airing in something like 100 countries and roughly 80 languages.