KAUPPALEHTI MENESTYS – UNDO EDITION
Kauppalehti is the leading Finnish economics newspaper with over 70 000 subscribers. A fifty-second commercial was conceived to accompany the launch of their new graphical look which covered everything from the paper itself to the website and advertising material.
The film tells the tale of what could be called a typical Finnish success story in the modern digital world. The animated infographics composited into the film help the viewer to visualize the thought process in the main character’s head.
We produced a couple of different versions of the spot, the one you see here is our favorite.
Producing the infographics for the fifteen or so shots in a very short time meant we had to divide the work intelligently to deliver everything on time. The first priority was to produce usable graphics to be inserted in to the shots. We based the designs on the existing work done by the advertising agency and added plenty of elements of our own.
While the graphics were worked on the necessary tracking and masking work began on the raw footage delivered by Pohjantähti Films. This meant plenty of manual labour, painting out areas that would partially mask the added elements.
The infographic elements were then animated and composited into the shots, matching depth of field and other effects and delivered for final color grading.