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Saatchi & Saatchi Malaysia’s Tiger Beer spot, “Ingredients” marks the first time collaboration between the agency and director Dylan Pharazyn of The Sweet Shop.

Dylan loved the script and his vision for it caught the eye of the agency's senior art director Nas Keng.

"It was clear from the first call that we were all on the same page wanting to make this spot truly outstanding. Unique visual ideas like this are rare and for me, this one ticked all the boxes," says Pharazyn.

The script contained a style already present in Pharazyn’s own projects, offering the opportunity to harness his love of surreal/abstract imagery. But it wasn’t always plain sailing, as he explains.

"The last barley left un-harvested in the world was in Gore, South Island, New Zealand, and given that I wanted to capture this in-camera for a more natural look, we had to really rush to get it in time ...thankfully the weather held."

Collaborating with the team at Digital Post, he spent weeks in post finessing the shot footage and combining it with a mix of stock, CGI and matt paintings to create organic floating cubes that blend to make a Tiger Beer bottle.

He enjoyed figuring out how to shoot the barley cubes: “This was fun! Effectively we created all the top edges of the cube in-camera by roping down sections of barley to give us flat surfaces in both directions,” he explains.

"The back edges were shot with a blue screen slotted in behind. Once we had all edges, the middle section was cut out in flame...so the high angle shot is all in camera with some 3D particle simulation to give it energy."

Campaign Credits:

Title: "Ingredients"

Client/Product: Tiger Beer

Agency + City: Saatchi & Saatchi Malaysia

Senior Copywriter: Alex Wong

Senior Art Director: Nazly Kasim

Agency Producer: Keng Kee

Production Company: The Sweet Shop

Director: Dylan Pharazyn

Producer: Fiona King

DOP: Ginny Loane

Art Director: Peter Marshall

Editor: Michael Lonsdale @The Sweet Shop

Post Production & City: Digital Post Auckland