Title | IT'S A BEAUTIFUL JOURNEY |
Brand | NOKIAN TYRES |
Product/Service | NOKIAN TYRES |
Category |
A12. Innovation in Production |
Entrant
|
TBWA\HELSINKI, FINLAND
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
Idea Creation 2
|
THIRSTY Copenhagen, DENMARK
|
Production
|
THIRSTY Copenhagen, DENMARK
|
Credits
Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
Tuomas Perälä |
TBWA\Helsinki |
Copywriter |
Erno Reinikainen |
TBWA\Helsinki |
Creative Director |
Mika Sylvin |
TBWA\Helsinki |
Creative Agency Producer |
Noora Murremäki |
TBWA\Helsinki |
Account Director |
Rune Milton |
Thirsty |
Director |
Niels Kau |
Thirsty |
Producer |
Claus Møller |
Thirsty |
Line Producer |
Matthew Chuang |
Thirsty |
DOP |
Sturla Brandth Grøvlen |
Thirsty |
DOP |
Christian Rathman |
Wonderland |
Art Director |
Mads Jørgensen |
Wonderland |
Art Director |
Lasse Vejby |
Wonderland |
Art Director |
Emil Gundersen |
Thirsty |
Editor |
Kevin Koch |
Thirsty |
Sound Designer |
Jonas Larsen |
Thirsty |
Music composer: |
Mikael Balle |
Mikael Balle VFX |
VFX designer |
Anu Moisio |
Nokian Tyres |
Marketing Manager |
Sami Kelahaara |
TBWA\Helsinki |
Senior Creative |
Tell the jury about achievements of the production, including reference to its specific ambitions and challenges.
To shoot a film entirely from the perspective of our product and to create an authentic POV feel, we built several custom-made rigs to capture the spinning movement of a tyre.
Shooting real moving parts in a studio allowed us to actually get inside the tire with a camera. The physicality of this approach created a dynamic, powerful, even rough visual quality.
We threw sand, mud, water, snow and leaves into the tyre. With a fast
moving tyre these particles acted in ways that CGI can never reproduce. We wanted to capture the essence of an actual tyre rather than a digital effect.
All these effects were treated in post and mixed with CGI, used in layers,
and intercut with each other and the actual footage that created the storyline.
Thanks to these innovative production methods, we managed to create a film where the product is truly in the core.
Write a short summary of what happens in the film
“It’s a Beautiful Journey” is a film that explores human life and the world around us through the perspective of our product, a car tyre. We experience the epic and sublime of
nature in all its glory, the burning flame of new love, the intimacy of
family, the joie de vivre of childhood – all this through a tyre’s point of view.
On top of this, we showcase the different driving conditions Nokian Tyres are designed for: the icy winter roads, massive highways, rugged off-roads, wet asphalt and big city streets. The tre spins and navigates the roads through all these seasons as it goes through the revolutions in life.
All these elements are combined together with a “tyre effect” – a rotating tyre and a flickering alloy. The fact that we saw everything from a tyre’s point of view is only revealed at the end, right before the packshot.