Lurpak, Freestyle



W+K, Juan Cabral and MPC let loose for jazzed up Lurpak spot

W+K have released another sumptuous spot for Lurpak, directed by Juan Cabral through MJZ. The film captures the beautiful, rhythmic chaos of freestyling in the kitchen and takes viewers on a journey of flavor experimentation and explosive taste sensations.

MPC's VFX team created the invisible VFX, subtly enhancing the ingredients and removing blemishes and rigs. To create the extreme magnified close-ups the team shot various food items between two pieces of glass, before augmenting further back in the studio. 

The barrel butter wave was created in-camera, before perfecting the look with detail and rounded edges based on reference shots of the perfect wave. Many shots are made up of multiple stills, including the onion rings and the stove-top gas flames which were composited layers built up to create the final effect.

Credits

Agency

W+K London

Production Company

MJZ

Director

Juan Cabral

Creatives

Gustavo Kopit & Barnaby Blackburn

ECD's

Tony Davidson & Iain Tait

Agency Producers

Gemma Knight & Sahar Bluck

Production Company Producer

Stephen Johnson

DoP

Anthony Dod Mantle

Editor

Neil Smith @ Work Post

VFX

MPC

VFX Producer

Anandi Peiris

2D Creative Director

Bill McNamara

Shoot Supervisor

Jim Radford

VFX Team

Rod Norman, Ryan Hadfield, Grant White, Melanie Keyzor, Matthew Jackson & Joshi John

Grade

MPC

Colourist

Jean-Clément Soret

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