Title	IZETTLE - FOR THE SELFMADE
Brand	IZETTLE
Product/Service	IZETTLE
Category	A04. Production Design / Art Direction
Entrant	EDELMAN DEPORTIVO Stockholm, SWEDEN
Idea Creation	EDELMAN DEPORTIVO Stockholm, SWEDEN
Media Placement	IUM Stockholm, SWEDEN
PR	EDELMAN DEPORTIVO Stockholm, SWEDEN
Production	ICONOCLAST London, UNITED KINGDOM
Production 2	COFFEE AND TV London, UNITED KINGDOM

Name	Company	Position
Mattias Ronge	Edelman Deportivo	Chief Creative Officer
Stefan Ronge	Edelman Deportivo	Chief Creative Officer
Jasper Nordling	Edelman Deportivo	Business Director
Joachim Ewert Barrén	Edelman Deportivo	Project Manager/Executive Producer
Hanna Stenwall, Copywriter	Edelman Deportivo	Copywriter
Martin Jon Adolfsson	Edelman Deportivo	Creative Director
Freddie Arnesson	Edelman Deportivo	Content Strategist
Krisztina Fuszesi	Edelman Deportivo	Senior Media Supervisor

Tell the jury about the production design/art direction.

Cinema 4D and Adobe After Effects were used to create a holographic, sci-fi appearance for the futuristic world. Using Flame, physical objects were removed and cinema 4D design elements were embedded into the live action plates. Smoke on set generated the futuristic atmosphere, so in Flame we had to make sure the holograms appeared naturally, using extensive atmospheric glows and lens flares. We applied electronic glitching for the gritty holographic projection feel. Drones were modelled and animated in 3D, then composited in Flame. Supermarket scenes required set extensions, turning footage of one shelf into a vast warehouse. The interior bus scene required camera tracking in Flame and image manipulation to look like futuristic ads on screens. The woman in the Giant Corp holograms was shot on green screen and embellished with visual effects based on Star Wars references. The dystopian world was designed to contrast with the warmer bakery scenes.

Write a short summary of what happens in the film

The film depicts a dystopian-future, where diversity and freedom of choice are under threat by Big Corp. Privacy is breached, machines replace human workers and mass-produced items are delivered by drone in an instant. Billie, a Selfmade, runs her own bakery in the face of the omni-present, market leader but is struggling in a world of grey, constantly under threat of being pushed out by her giant competitor. Being driven by passion, however, and further inspired by a young girl who loves her charming and unique cupcakes, Billie finds the strength to carry on and stand up against Big Corp. In an uplifting and hopeful end where the grey world turns to colour, Billie steps out of her bakery and we discover she is part of an army of small business owners who are making independence and non-conformity possible with the help of iZettle. Final message reads: Join the resistance.

Cultural/Context information for the jury

iZettle is a financial technology company that provides small businesses with eCommerce and payment solutions, which are as easy to use and as effective as the custom built solutions that multinationals build for themselves. In Sweden, as in many countries all over the world, it has never been harder for small businesses to compete with big internet based companies, who are pushing down margins through the power of scale. This is the problem that iZETTLE aims to help solve for small businesses, through it's eCommerce and payment solutions.