China’s first unisex apparel brand Bosie is definitely on trend.
The brand reportedly made around $21.9 million (150 million yuan) in sales over 2019, just a year after its founding. Bosie aims to “break the shackles and boundaries”, and their first commercial film fits this narrative. Heavy on CG, the 2 minutes film invites the viewer into a futuristic world and SHP+ was curious to see what it took to create such “out of this world” spot.
Shanghai-based production house Achill brought the vision of agency SociaLab to life. Yet, the final film turned out a little different from the initial brief, according to EP Mika. Originally, the agency came to Achill with a “Universe/Cosmos opera” concept, which was not feasible to do within the budget. But once the director Angie Su came to the project, she reworked the script together with the agency to bring the revised version to reality. It was crucial for Achill to work with a director who’s had experience shooting CG spots, as Bosie ad is the first of its kind on their reel. Angie recently worked on Pepsi Black and Bilibili, among other commercials, and is no stranger to creating futuristic worlds. Everything this director says, she can realize— that’s how Mika describes Angie. Which was also crucial for this project, as there was no extra time or resources to spend exploring the right look and feel.
Bilibili 2020 end of the year film by Angie Su
哔哩哔哩2020年终广告 导演Angie Su
The four chapters of the commercial were all shot in one day in a studio. Only the sets involving many actors was shot “in camera” to save some time on post-production.
Surprisingly, the ad that was filmed almost entirely with green screen, does not have a post-production house. Mika shares, that the quotations they received from post-houses were 2-3 times higher than their budget. So, to make do with what they had, Achill decided to enlist the help of freelance CG artists and allocated a month and a half, a considerable amount of time, for them to do the magic. Director Angie suggested two main talent: Krystal Ding, who made the opening scene entirely, and Liu Xin 刘鑫, who was responsible for the rest, with help from two other CG artists.
这部广告的四个章节都是在同一摄影棚里一天拍摄完成的。为了节省后期制作的时间，只有多名演员的部分由“镜头”拍摄完成。令人惊讶的是，这部广告几乎完全是用绿幕拍摄的，没有后期制作工作室的参与。Mika告诉我们，由于收到的后期制作报价比预算高出2-3倍，为了巧用手中的资源，Angie决定征募自由CG艺术家帮忙，并留给了他们一个半月的时间，如此充分的创作时间了，给艺术家们留足了施展 “魔法” 的时间。导演Angie推荐了两名主要的艺术家: Krystal Ding，负责整个开场，另一位艺术家是刘鑫，负责在其他两名CG艺术家的帮助下完成剩下的部分。
Mika says the client gave everybody a lot of space to create and did not have strict requirements. The only element of the brand that was essential— unisex concept, which guided the casting for the main character. Achill took the character in Doctor Strange as a reference, and casted a bold model. No hair was shaved for the commercial, but the makeup artist did cover the model’s tattooed eyebrows, further enhancing the look.
The reference: Tilda Swinton as The Ancient One in Doctor Strange (2016)
Director Angie Su with actress on set
Despite the low budget and the first CG-heavy project for Achill, Mika says it was not challenging. “This shooting was smooth, the client didn’t have many suggestions on set, everyone was quite happy, we even wrapped earlier”, — she shares. She continues, describing the final product: “Frankly, compared to other works we did, I don’t think this one will resonate with the audience much. It’s all visual, no story, and it’s kind of niche. But we like it a lot, and I think we got the recognition from the industry, and young audience will definitely like it”.
CG Artist: 刘鑫，Krystal Ding、朱雨婷、厉博宁
作曲：Norman, Tracks and Fields
音乐制作：Jerry Wang, Tracks and Fields