A Showreel of Proportion

RBK – Civil Rights Defender

A pro bono project for the campaign for Human Rights. The film says it all.

PHOTO: Hans Carlén & Petter Brandt
EDITING & MOTION GRAPHICS: Robert Fransson
PRODUCER: Tomas Lestrup

Felix – Colony

This project initially started out as a 3D visualisation for a ketchup bottle. We were pretty fired up when we were asked to take it to the next level in preparation for a TV ad. We then modelled some chillies, shot some flames and set up some virtual lighting to create the final section of Felix’s latest TV ad for Hot Chilli tomato ketchup.

3D/CGI: Johan Svensson
PRODUCER: Akram Janzi

SBSeating – A plus M

We were entrusted by the agency A plus M to photograph some chairs, both in the studio and on location. The client SBSeating, along with the brands HÅG and RH, are well known for their distinctive chairs so we also filmed an instructional video to show the specific core functions of the chair. To be as effective as possible for the client, we gathered all the necessary resources within our studios so that we could both film and photograph on the same day!

PHOTO: Hans Carlén, Martin Brunn & Pekka Stålnacke
RETOUCH: Anna Nordstedt & Philip Cederman
PRODUCER: Akram Janzi

Apoteket Hjärtet – Åkestam Holst

Christmas is a time of anticipation and joy but the weeks before can be very stressful. Together with AD Lars Baeckland from Åkestam Holst and stylist Joanna Lavén we created these calming images for the pharmacy Apoteket Hjärtet and their Christmas campaign. The images were originally intended for print, large format and web but the idea was further developed and we created some great snowing images for digital posters. We are really pleased with the results and look forward to many more projects like this in the future.

PHOTO: Martin Brunn
RETOUCH: Anna Nordstedt
3D/CGI & MOTION: Johan Svensson
PRODUCER: Akram Janzi

ICA Banken – Pool

As we all know some creative briefs are stranger than others. Often they engage you to stop and think. Sometimes they even bring a big smile. In this case Pool creatives PJ and Ulf wanted meatballs. A two meter high tower of meatballs! To avoid preparing and wasting so much food the meatballs were created using 3D/CGI. A digital technique seldom used for food images – certainly never for meatballs. For the final effects we added some Matrix-esque 360 degree camera moves and even a chef, a photographer and a meatball inspector. It was all just another day in the Bsmart studio. We are really happy with the way this challenging project turned out. A big thanks to PJ and Ulf for trusting in our digital cooking skills.
The animation was put together for Pool’s client ICA Banken and is used at http://www.icabanken.se

PHOTO: Petter Brant
RETOUCH & 3D/CGI: Johan Svensson
PRODUCER: Axel Engström

Go by bus

AD Fredrik Josefsson thought up these simplified images of Swebus buses. The buses travel directly to popular swedish tourist destinations including Skara Summerland, Kolmården Wildlife Park and Astrid Lindgren’s World. This project was published as banners and in brochures.

3D/CGI: Johan Svensson
PRODUCER: Akram Janzi

ATG V86 – Åkestam Holst

ATG was launching their new horse racing betting game V86 and we were asked by Jesper Holst and Tobias Tolvanen at Åkestam Holst to help visualise this using CGI. There were three different environments where we would need to add different neon elements and advertisement signs. We even had to rebuild the whole entrance to the Solvalla arena. All the CGI elements needed to interact with the reflections and lights within the original photographs. This project involved an intensive combination of 3D and retouch work. The final images received high exposure on TV, in print, and on the web to promote the launch.

3D/CGI: Johan Svensson
RETOUCH: Bsmart
PRODUCER: Akram Janzi
PHOTO: Alexander Crispin

SaveMyDay – Morris Pinewood

In order to reach the heights of our creativity (or to get the most bang for the buck as he puts it) Mattias Frodlund and Hanna Moe of Morris Pinewood came to us in the very early stages of the international launch of the new group buying site SaveMyDay.com, owned by Metro International.

Who said it was easy filming the new train SJ3000 in Sweden?

“Hi Tomas, It’s Lina Söderqvist here from King. We are closing for a holiday next week and I was wondering if you could help us with our client SJ (Swedish Railway Company). They need some help with a few projects while we are away.”

Mixing business with pleasure

This was the first time working with our new client, Kelly and Pling. Under the art direction of Måns Hermansson we set out to produce these images for an in-store campaign showing the Electrolux range of rod mixers and the marvels they can accomplish. This is minimalistic food photography at its best.

Kelly and Pling even wanted moving images to complete the stills on this project. This gave us the opportunity to work closely together with our friends at Snask Film. Using the same look and feel as the stills, Snask produced this beautiful, modern and stylish ad:

PHOTO: Hans Carlén
RETOUCH: Roger Sandberg
PRODUCER: Akram Janzi
FILM PRODUCTION & POST: Snask Film

The truth unveiled

Together with the team from DDB, AD Jennie Arvenäs, Web Director Jeffrey Salomonsson and Producer Mattias Colden, we made this fascinating documentary revealing the secrets behind the making of some classic McDonalds, the BigMac, the Quarter Pounder, the McFeast… Tickets to Cannes already booked, for sure!

Photo: Hans Carlén
Assistants: Petter Brandt & Olle Kirchmeier
Producer: Akram Janzi

The Swedish Illustration Fair

Are you interested in seeing the work of some of the most popular illustrators that are currently around? 90 illustrators will be showing 390 pieces of their art at Sweden’s first ever Illustration Fair. 
We are proud to be the main sponsor and have also helped with the creation of the invitation for the event. 
So head off over to c/o Illustration at Biblioteksgatan 10 in the centre of Stockholm on the weekend of the 26th to the 27th of March. Put the date in your diary and go check it out!

PHOTO & MOTION: Petter Brandt
PRODUCER: Bsmart

Mmm… Marabou

Two chocolatey animations were to be produced for Marabou Premium. The agency Colony, and Ogilvy’s Helena Thorsell, were looking for a clean, luxurious feel. Under a tight time schedule the 3D animation was produced – with a little help from some photographic realism.
See the TV commercial right here.

3D/CGI: Roger Sandberg
PRODUCER: Akram Janzi

Lets go retro

With a strong desire to go analogue, Forsman & Bodenfors teamed up with Jesper Kouthhoofd to make (yes, to actually make) a pop-up book to show the diversity of Ikea kitchens. The process of actually making a pop-up book is usually quite time consuming and in this case there was none. The deadline for the book was in just 4 weeks time. Kouthhoofd got in touch with Sandberg & Timonen who were to be responsible for the book’s design, and they in turn hired us for the photography of all the people and props seen in the scenes. Extensive retouch work was also required – out of one kitchen we had to create three. With such a tight schedule everyone had to be on the set and the retouching was carried out more or less simultaneously to enable fast feedback. After the finishing touches were made the pictures were printed, cut out and mounted. This successful retro project resulted in extensive TV coverage.

PHOTO: Bsmart
RETOUCH: Erik Hemmingson
PRODUCER: Tomas Lestrup

Read all about it

Art director PJ Lindqvist required newspapers made in 3D, as well as an animation. Roger Sandberg was the right guy for this project.

3D/CGI: Roger Sandberg
FLASH: Muffin Creative
PRODUCER: Akram Janzi

Moving still lifes

These animated still lifes formed an exhibition in the display window of Acne’s shop in Berlin. Multitalented art director, illustrator and graphic designer Daniel Carlsten always puts his heart and soul into his work. Check out the still lifes as well:

PHOTO: Lovisa Engblom
RETOUCH: Bsmart
PRODUCER: Tomas Lestrup