May 10th, 2017
Directed by 1st Ave Machine's award winning Asif Mian, and Produced by Dan Cleland for Castello “Creamy White,” this film is a captivating commercial for Arla Foods, that smartly features innovative in-camera practical effects. Almost everything was captured on a live practical set.
The film opens to an elegant dining room with Castello Creamy White placed center stage alongside an array of delicious accompanying foods. A breeze gently swings the window frame into a chair, which instead of tipping or falling has a very different reaction. The room comes to life as an unexpected chain reaction transforms everything in it, finally coming to rest upon the soft Castello Creamy White cheese.
More of Asif's work can be seen at 1st Ave Machine's website.