How do you express how vitamins make you feel? Well, production company 1stAveMachine partnered with independent creative agency Yard NYC to develop the stylized “Happy Inside Out” campaign for Olly multivitamin gummies to show just that.
The directing duo of Erika Zorzi and Matteo Sangalli, known as Mathery, highlighted the brand’s products and benefits by using rich textures, colors and lighting. They shot on an ARRI Alexa Mini. “Our vision was to tell a cohesive narrative, where each story of the supplements spoke the same visual language,” Mathery explains. “We created worlds where everything is possible and sometimes took each product’s concept to the extreme and other times added some romance to it.”
Each spot imagines various benefits of taking Olly products. The side-scrolling Energy, which features a green palette, shows a woman jumping and doing flips through life’s everyday challenges, including through her home to work, doing laundry and going to the movies. Beauty, with its pink color pallete, features another woman “feeling beautiful” while turning the heads of a parliament of owls. Meanwhile, Stress, with its purple/blue palette, features a women tied up in a giant ball of yarn, and as she unspools herself, the things that were tying her up spin away. In the purple-shaded Sleep, a lady lies in bed pulling off layer after layer of sleep masks until she just happily sleeps.
The spots were shot with minimal VFX, other than a few greenscreen moments, and the team found itself making decisions on the fly, constantly managing logistics for stunt choreography, animal performances and wardrobe. Jogger Studios provided the VFX using Autodesk Flame for conform, cleanup and composite work. Adobe After Effects was used for all of the end tag animation. Cut+Run edited the campaign.
According to Mathery, “The acrobatic moves and obstacle pieces in the Energy spot were rehearsed on the same day of the shoot. We had to be mindful because the action was physically demanding on the talent. With the Beauty spot, we didn’t have time to prepare with the owls. We had no idea if they would move their heads on command or try to escape and fly around the whole time. For the Stress spot, we experimented with various costume designs and materials until we reached a look that humorously captured the concept.”
The campaign marks Mathery’s second collaboration with Yard NYC and Olly, who brought the directing team into the fold very early on, during the initial stages of the project. This familiarity gave everyone plenty of time to let the ideas breath.