Sixty40’s Simon Robson directed the live-action for this this fun and kinetic spot for Kmart, with Mighty Nice acting as production company and adding the CG elements.
Entering into a competitive pitch, Simon imagined how each of the new Kmart homewares would animate through a white converted urban warehouse space, and interact with the cast. Simon brought a sense of fun and dynamism to the storyboards that pushed his approach to the fore. The agency particularly loved Simon’s ideas on integrating performance with CG homeware animation.
Shooting in Melbourne, the location we decided upon far from being a warehouse apartment was actually a beautiful white federation house that offered us the perfect space and light to shoot in. Working with art director Ben Bangay Simon designed fabricated elements to transform the house into a modern warehouse conversion.
Along with long-time collaborator, DP Simon Higgins, Simon captured all the shots inside one ambitious shoot day. Assisted by Jeremy Hodwdin, VFX supervisor from Mighty Nice, Simon made sure he captured fantastic performance and camera moves that would, along with the CG, translate into a dynamic and compelling spot for Kmart.