'Snowglobe' is a collaboration between The Mill and Energy BBDO for Wrigley's 5 Gum. This icy spot visualizes the sensation of the new 5 Ascent Gum, which intensifies as it is chewed. The spot culminates in a massive amount of CG snow and ice roiling intensely around a victorian, larger than life snow globe.
The Mill team examined large snow globes to research how the miniature, fake snow encased world would actually appear through warped glass. To create the whirlwind effect, the fans come on and the CG flurries begin; details of dust and snow were added to the vegetation and frozen tree explosions were created. The 2D team gradually built up the snow environment to blizzard like conditions where everything freezes, creating the snow globe effect.
2D lead Gavin Wellsman adds "When you shake a snow globe, you get a glittery pearlescent feel to the snow. For the last couple of shots, it was key to match what the snow globe snow would look like, paying close attention to creating the distortion through the thick glass. We decided on a victorian look, and extended the greenhouse set to build the perfect backdrop for the frosty snowstorm."
Wrigley's 5 Gum spots are known for their striking visuals, and The Mill's color team wanted to produce a grade that heightened the intensity of the narrative.
Boom. Bang. Pow. The thermometer drops, the intensity builds. And that's how you chew 5 Gum.
Watch the world come to life in a side-by-side video comparison.
Agency: Energy BBDO
Producer: Liliana Vega
Chief Creative Officer: Dan Fietsam
SVP Group Creative Director: Rick Hamann
Creative Director: Isabela Ferreira
Creative Director: John Fiebke
SVP Group Account Director: Lianne Sinclair
Account Supervisor: Jamie Defer
EVP, Head of Integrated Production: Rowley Samuel
VP Executive Producer: John Pratt
Production Company: The Corner Shop
Record Company: Stimmung
Director: Peter Thwaites
Executive Producer: Anna Hashmi
Editing Company: Beast Chicago
Editor: Angelo Valencia
VFX & Design: The Mill
Executive Producer: Boo Wong
VFX Producer: Orlaith Finucane
Shoot Supervisor: Andres Eguiguren
2D Lead Artist: Gavin Wellsman
3D Lead Artist: Olivier Mitonneau
2D Artists: Margolit Steiner, John McIntosh
3D Artists: Dave Barosin, Raymond Leung, Tim Kim, Paul Liaw, Justin Diamond
Matte Painting: Antoine Birot