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WORK //

PHILIP MORRIS // IQOS Tinder Ad

CLIENT: Philip Morris
DESIGN STUDIO: Pink Salt
PROJECT: IQOS Tinder Ad
CREATIVE DIRECTION: Mc Cann World Group
TALENT: Gundersons

YEAR: 2019

BRIEF:

The goal is to create a music video that captures the essence of the lyrics by merging real image with animation: using the night as a metaphor of the Unknown from which all emerges, the film is a celebration of death as part of life.

IDEA:

The film shows Death going to collect Rosalía’s soul. Starts with a POV long-take inside a car driving at night through an empty city. ‘Aunque es de noche’ plays in the radio. We cannot see the driver but the car is a character in its own right: it’s decorated with symbols of the after life and spanish relics. Little and very subtle touches of animation inform the viewer this is a supernatural space, although grounded in realism. The car arrives to a deserted outdoors space, where Rosalía awaits singing in a chair. The camera jumps out of the car and circles Rosalía, courting her while she sings. At this moment, animation becomes evident, forming abstract shapes and symbols around Rosalía, as if her soul was detaching from the body. The long-take finishes with a close up shot of her face, sweating and panting after the performance. Rosalía looks at the camera with accepting eyes and in this moment the lights of the car turn off and we cut to black.

ABOUT THE LINE ANIMATION:

The Line is an animation studio with deep roots in the traditional craft of animation and interested in embracing the ever-changing way in which animation is created, consumed, and shared. Aside from films and commercials, they have worked on interactive projects, VR, 3D, 2D and motion graphics. From their studio in London they have the resources to take a job from concept, right the way through to the final stages of production, crafting ideas with an eye on the bespoke technical and creative solutions that each job requires.

ABOUT IGNASI MONREAL: 
Born in Barcelona and currently based in London, Ignasi Monreal is a 27 year old multi disciplinary artist. He manifests his art in different ways, ranging from intricate and mesmerizing illustrations, creative direction, art direction music, and film.

In the past he has collaborated with brands such as Dior, Louis Vuitton, JW Anderson, Bally, Dunhill, Swarovski and has recently collaborated for the Gucci: SS18 campaign, gift giving campaign and guccigram developing over thousands of exclusive illustrations for the fashion house.

Within the music scene, Monreal has worked with FKA Twigs on the artists music video and merchandise, developed the album design for Christine & the Queens and most recently directed the music video of Spanish Flamenco artist Rosalía. In film, Monreal has had previous filming experience, in features like Rally Nippon 2014, 2015 & 2016, Rally Mille miglia 2016 and Scotsman Rally 2016.

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