Over the last few months, I’ve been writing for all kinds of outlets and publishers. One of the clients is the major commercial creative agency Shanghai Premium Plus, (SHP+). This very cool outlet represents directors, cinematographers, editors, and other artists in and around China and East Asia.
In particular, the agency asked me to write some workshop-style articles for their website and for WeChat, to show how inventive crews at JUICE build out amazing commercial VFX projects under pressure. JUICE is a Visual Effects house headquartered in Warsaw POLAND. They also have an office in JAPAN, and are about to open their office in Shanghai CHINA. These ‘JUICY WORKSHOPS’ have been translated into Mandarin as well and can be seen in both languages in the links below: Please click through and check what I’ve been working on.
After steering ten successful campaigns for Japanese Mitsubishi, JUICE took on the challenge of creating a spot for a new car, no-one had seen. Computer graphics was the only answer because the hero car wouldn’t be physically seen until the Shanghai Motor Show in a month.
Juice created a visual storytelling treat for Mitsubishi’s Engelber Tourer vehicle, showing it driving through the snow in Europe, on highways and off-road, once again all without the vehicle at hand. Some inventive cooperation and lateral thinking helped the studio deliver an exciting result that also saved 34% of the budget. Once again JUICE came through with a solution to recreate an engaged, exciting TVC and an entirely convincing digital vehicle. They had only four weeks to complete the 30-second spot which was premiered with the vehicle itself at the Geneva Motor Show in 2019.
A good versus evil toothpaste commercial for Nice, created in a style which nods towards Marvel, Iron-Man and good-versus-evil. Juice was working with Spanish director Daniel Banmayor. A large number of simulations, hero shots and transitions as well as an impressive number of look-devs were required.
I also wrote about Juice’s work on a short film, which is the first production out of Japan created using IMAX technology. This quite unique story was helmed by the celebrated commercial and feature director, Kosai Sekine. Transphere won the Grand Prix at Ciclope Asia 2019, and the production also went on to win Gold in the Best Special Effects category at Golden Lion Awards China last week in Shanghai.