Director's Works
Lidl, Matriket Oskar Gullstrand
Oskar Gullstrand is a director and co-founder of Naive, a Stockholm-based creative production house. He’s a digital native with an art-beating heart, starting out in 2D animation and motion design before moving into directing both live action and animation across advertising, game studios, and entertainment.
For Oskar, the sweet spot is hybrid craft, combining film, animation, and mixed-media techniques to create work that feels unique.
Matriket was brought to life through two parallel productions that had to seamlessly coordinate with each other. A very complex hybrid-craft production.
Our prop makers crafted the miniature world, rich in details and filled with hidden gems. At the same time, the same world was being digitally recreated, with a previs determining the exact events, angles, and camera movements to capture within the world.
Over two studio days, we filmed the miniature world alongside Lidl's products using a motion capture camera. Once the filming was complete, all the characters created in 3D were integrated, blending the two worlds together.
A very time consuming and not too client friendly process that was made possible only by every department bringing their absolute a-game.
Please watch the behind the scenes film for more insight behind the craft of the making of the campaign.
https://naive.se/work/matriket-behind-the-scenes
