2010-2017
Frutmotive Commercials
A series of beverage commercials created from initial concept and storyboards through shooting, editing, CG, and final compositing.
In 2010, our team at “ARt DDs” created the Frutmotive commercial, which received a very positive response from viewers around the world. It was featured by both Russian and international websites covering advertising and computer graphics, and on Vimeo it reached a record number of views for our work at the time.
Original “Frutmotive” commercialOn this project, I worked as a writer, project lead, director, editor, VFX supervisor, and CG artist.
In 2016, at the client’s request, we produced a remastered version of the commercial. We replaced the bottle, refined some of the visual effects, and updated the overall look.
Remastered version of the “Frutmotive” commercialIn 2011, we created the follow-up commercial, “Frutmotive 2”, produced almost entirely with computer graphics combined with live-action footage.
“Frutmotive 2” commercialIn 2017, the third “Frutmotive” commercial was released, focusing on the refreshing effect of the drink.
“Frutmotive 3” commercialThe First “Frutmotive”
The concept did not come together immediately — the first dozen or so ideas failed to satisfy either us or the client. During the discussions, we eventually arrived at a very simple thought: “Frutmotive is water and juice. Chilled.” Once we had that, the solution appeared almost immediately: simply visualize the formula “cold water + juice”.
After receiving the client’s approval, we refined the script and created the storyboard.
Based on the script, we designed the set for the shoot, first blocking it out in CG so we could establish the location in three dimensions from the start.
Once the set had been built and the actor cast, we moved on to production:
The 2016 update involved post-production only: we redid the color grading and ice effects, and replaced the bottle in the actor’s hands with the newer packaging used by the brand at the time.
The Second “Frutmotive”
We also produced a short making-of film about the project:
The Third “Frutmotive”
The production process was quite similar to the previous commercial, so there is not much to add here :)