Softest heat

March 2010
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An ad campaign completely knitted. “How to make the invisible visible?” That was the question we asked ourselves when we were conceiving the new ad campaign for Natural Gas, our new client. Based on the client brief, the idea of “the softest of warmth’s” quickly became obvious. Now we just had to find a way to make this visible and touchable. We decided to materialize the softest of warmth’s delivered by Natural Gas, by a very natural and soft fabric: wool. The 35” film tells a very simple story: it shows the moment early in the morning, where a cold house starts to warm up and this way bringing comfort to its inhabitants. The soft warmth spreads around the house and hence we see wool being spread around pipes, radiators, floors, stairs, walls and other objects. Even the hot water is transformed into soft and silky wool. The film was produced in “stop motion”: all elements were completely covered in wool and then deconstructed (de-knitted ?) to be filmed image by image. The result is quite surprising, even poetic. And the feeling of softness and warmth of Natural Gas is very well present. You can watch the making of the commercial here.

Advertising Agency: TBWA\Brussels, Belgium
Creative Director: Jan Macken
Creation: Michael Mikiels, Eric Maerschalck
Account: Christine Robie
TV Producer: Mieke Vandewalle, Laurent Van Ausloos
Production Company: Lovo
Director: Olivier Babinet
Producer: Bert Brulez
D.O.P.: Frank Van den Eeden
Music: Etienne Charry

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