Parle Agro wanted to take the playful attitude of the Appy Fizz brand to the next level
and enlisted director Morgan Harary to engineer a surreal journey for Indian mega-star Salman Khan. Appy Fizz for those who are unfamiliar with it is an Indian soft drink known as “the champagne of fruit drinks”, and is a carbonated apple beverage. Working from their tagline “Feel the Fizz” Art Director Michael Glen developed a visual theme to manifest bubbles in a kaleidoscope of 3D patterns. You’ll note that the spot is in Hindi, which was an interesting challenge for editor Erik van der Wilden – but we were fortunate to have a visit from the copywriter who happened to be in New York and spent an afternoon working with us on the nuances of Salman’s performance.
I’ve included below some comparison frames showing how the initial storyboard ended up in the final, as well as Parle Agro’s behind the scenes of the shoot video, and a photo of the Appy Fizz post team, celebrating Michael Glen’s completion of his application for American citizenship with ice cold Budweisers. We tried to get our hands on some Appy Fizz but decided beer would have to do!
|Title||“Feel the Fizz”|
|Post Producer||Barry Gilbert|
|Production Company||1st Avenue Machine|
|Executive Producer||Lisanne McDonald|
|Agency||Sagmeister + Walsh|
|Line Producer||David Marks|
|Editor||Erik van der Wilden|
|Art Director + Lead Designer||Michael Glen|
|CG Lead||Dan Fine|
|CG Artists||Jay Harwood, Jeff Chavez|
|Additional Design||Mauricio Leon|
|Compositors||Rachel Harwood, Michael Glen|