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 direction, followed by another few months producing it. Once we had a plan in place we were able to shoot 18 spots in six days. Along with multiple version of each spot that have a cutaway allowing any country to seamlessly add their own scene in order to hyper-localize each of the spots. Plus, we had to keep in mind that some countries don't have certain bottles or flavors or cans making each of the shots super complicated.
Working with Smoke & Mirrors and VADR technology, we were able to scan each talent's facial expressions and action. Basically, the future. From there, they became our digital puppets. Rather than Kung Fu-style dubbing or using subtitles, we were able to make the each character 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.