Title	BECHEROVKA UNFILTERED LAUNCH FILM
Brand	JAN BECHER PERNOD RICARD
Product/Service	BECHEROVKA UNFILTERED
Category	A04. Production Design / Art Direction
Entrant	COCOON Prague, CZECH REPUBLIC
Idea Creation	COCOON Prague, CZECH REPUBLIC
Production	COCOON Prague, CZECH REPUBLIC
Production 2	MIRAGE Prague, CZECH REPUBLIC

Name	Company	Position
Karolína Bělohlávková	Cocoon Prague	Creative Director
Çigdem Çevrim	Cocoon Prague	Account Manager
Martynas Birškys	Cocoon Prague	Designer
Sasha Sharavarau	Cocoon Prague	Designer
Martin Douba	Mirage	DOP Lighting Cameraman
Klára Bémová	Mirage	Art Director
Robin Mikuláš	Mirage	Executive Producer

Write a short summary of what happens in the film

Our video was born naturally, just like the product itself. A bottle of Unfiltered Becherovka, the wilder and naturally created version of famous herbal liqueur, was placed into a real-life and full natural set. For 5 weeks the growing plants around it were captured with the time-lapse technique, using 8 computer-controlled cameras. In order to assemble a visually and musically most amazing ode to nature and celebrate the making of this product. After few seconds of breath-taking shots, the full context is exposed to the viewer. The secret of making the film is shown by revealing the studio set-up with a simple, yet beautiful packshot.

Cultural / Context information for the jury

Music for this video was on-demand composed and recorded by a famous Czech musical body Prague Cello Quartet. This gained extra media and viewers’ attention.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

For this film we crafted two sets: First for the bottle and the time-lapses. The power of our film is in allowing nature to be the art director for that. To let the bedding around our bottle grow wild. Every single inch had to be designed. Every fern, moss and seed was put in the best position. Weeks of testing proved which plants sprout and look the best in front of the cameras, programmed in a precise tracking way. Watering, temperature control and simulation of day and night had to be involved, to ensure the natural lifecycle. Second set was created for the packshot reveal, crafted to underline the premium feel of Becherovka Unfiltered and to elevate its natural beauty. Brushed concrete, corten rusted on demand with a hand-crafted fern pattern, soft touch of mist to beautify the packshot. Sound design became as essential part of the craft as art direction.