IZETTLE - FOR THE SELFMADE
Title | IZETTLE - FOR THE SELFMADE |
Brand | IZETTLE |
Product/Service | IZETTLE |
Category |
A11. Visual Effects |
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
|
Credits
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 visual effects and summarise any relevant challenges or techniques.
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.