News Details

Client Minute Maid
Title Rituals
Director Rob Pritts
D.O.P. Christophe Lanzenberg
Production Company Gravity Films Shanghai, Backyard, LA
Production Producer Mel Lim, Carr Donald
Agency BBH Shanghai
Creative Steve Sorec, Kat Bojcuk, Johnny Tan
Agency Producer Krystie Koh
Post Producer Gwee Wei Wei
Post Supervisor Damien Yang
Editor Attic Films
Colorist Adrian Ooi
Compositor Damien Yang, Leong Beng Wee
Composer Lindsay Jehan
Sound Song Zu
Sound Engineer Lindsay Jehan

Canto and Mando-pop singing sensation Eason Chan has won virtually every major Asian music award going, from Taiwan's Golden Melody Award to Hong Kong’s and Asia's Most Popular Singer Awards. As one of Hong Kong's top selling artists of all time he has been praised by critics and fellow musicians as one the top singers of his generation. Little wonder why he was chosen by BBH Shanghai for Minute Maid – Rituals airing across China, Taiwan, Hong Kong, Indonesia, the Philippines and Vietnam.

Director Robert Pritts comments on what it was like working with Eason,

"Eason brings a great sense of fun and spontaneity to the set. He has an innate ability to come up with new idea's which made his performance and the spot more memorable. There were more than a few times he had the whole crew laughing. And when the crew is smiling you know your working on something really good."

The concept behind the ad was refreshingly simple as BBH Shanghai CD Steve Sorec explains, "The campaign idea came from a very simple product truth – that different people enjoyed their Minute Maid in a variety of weird and wonderful ways. And it's through these various drinking rituals we define our cast of charming characters, each earning a name to suit their style."

Since there were 5 unique label designs required for the various release territories BMD VFX team also came up with a way to help production minimize time and cost, explained BMD CD Damien Yang, "In order to save time in production all the product bottles were shot with blue labels so that the talent only had to be shot once, we then tracked in the different label designs in post."

Damien also supervised on set as Mel Lim EP of Gravity Films Shanghai explains, "We were glad to have Damien on set as he was able to advise us on the most efficient way to film the multiple plates required which therefore ensured that the post production process was smooth."
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