This was the third Persil ad we’ve worked on for director Simon Willows. For this one we had to immerses ourselves in the world of pop-up books, and learn the ways, in order to produce a one-off book, with pop-ups which illustrated the advertising message.
The advert went through several stages of storyboarding; changing right up to the last minute; in order to get the correct message across simply and clearly, and in a technically achievable way. Will Harper, Owen Gundry and myself worked on various card tests and prototypes for about three weeks, before getting a few extra workers on board to help us make all the final stuff.
We chose to hand cut coloured card, to produce an illustration style that didn’t rely on lines and printing; which freed us up to develop the look and the technical side of things at the same time.
The ad was shot using real kids to turn the pages and operate the pull-tabs etc, and on the whole everything in the book was practical and worked for real. Framestore were on hand, though, to neaten up and solve any little problems in post-production.
Persil- Pop Up
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Early prototype set
Test Lorry
Test Hedgehog
Kids on set
Garden set
DOP Ian Foster, with Owen and Simon
On Set
Owen and the packshot
Will and the packshot
Garden
Checking the final scene
Owen
Casual Hog
Scared Hog
Will at work
Simon and I
Prepping the bottle
Book
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Message
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Frog and Fly
Frog tongue..
Got fly
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message 2
Scene 3b
Birdies
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Message 3
Scene 4c
Scene 5a
Scene 5b
