Responses by Phil Dupée, creative director, Hello Love
Background: We wanted to produce a launch film introducing the latest non-stick frying pan for French cookware manufacturer Le Creuset. Le Creuset already has the toughest non-stick products in the market, and the coating on this latest iteration is four times stronger than its previous range, which will put Le Creuset at the forefront of the market. Generally, the target audiences are current users of the products, but we were also focusing on a younger audience to educate them on the benefits of using a pan that will be with you for life. The purpose of the thirty-second film was to drive existing and new customers to buy the new pan.
Reasoning: When we first started discussing the project with Le Creuset, there was a need to push the brand in a different direction. After brainstorming with the team and Ntropic, we decided to develop the film mainly in CGI. This will help us to focus on the strong aesthetic of the product.
Challenges: We knew we wanted to use a form of particle animation to bring the process of creating the titanium to life, but this wasn’t something we could visualize at first. After extensive research and development with the animators, we found a simulation that we felt illustrated the process. In the case with motion graphics, your ideas often grow and evolve throughout the creative process.
Favorite details: We were happy with the final result of the project. The photorealistic imagery of the Le Creuset pan complemented perfectly with the particle animation, creating a beautiful picture. Once we added the sound design, it was an audiovisual feast.
Anything new: Since the client was based outside of London, we only had two face-to-face meetings during the project. Most of our meetings and presentations were conducted remotely using Zoom, which saved a lot of time and travel, and made the process more efficient.