Making a case for Bleue

In ‘Qui trouve gagne,’ a Labatt Bleue Dry spot for Brasserie Labatt and agency PNMD/Publitel, the basic filmic elements of sound and light are used as counterpoint for a high-tech mystery promo set inside a 24-case of beer.

Directed by Jim Donovan of S.W.A.T Films, the French/English spot opens over shifting sand dunes as a puff of wind reveals a case of Bleue Dry. Anticipation is built via a search scenario conducted through the lens of a preprogrammed, motion-control Innovision camera.

Inside a reconstructed plexi-bottomed product case, individual bottles are distinguished and lit using a variety of in-camera and special effects lighting techniques, including glow and strobe effects. Poster shots of the prizes are intercut during the search sequence, filmed at six fps. The final package was composited with additional effects on the Flame at post and transfer house, Centre de montage electronique.

Donovan says the biggest challenge on the two-day plus prelight shoot was moving in and out of the beer case, with the exiting dolly shot consisting of an illustrated Bleue Dry case layered over the shimmering blue waters of the Cote d’Azur.

Credits on ‘Qui trouve gagne’ go to dop J.P. Trudel, Studio Pascal Blais for the motion-control facility, L’Oreille Cassee for the acid jazz musical track, Alec Anderson for decor elements, Alain Baril of Bureau Poste for the off-line edit, Denis Mondion of cme for the on-line Flame edit, and Sonolab for lab services.

s.w.a.t.’s Elaine Beliveau was the production co-ordinator and Pierre Fyfe produced. Julie Brisson was pnmd copywriter, Pierre Roy the art director and Micheline LaRoche produced. Marie Toron is agency creative director and partner.

Donovan’s recent work includes shoots for Banque Laurentienne and pnmd, Radio station ckac-am and Radio-Canada’s fall election campaign promo. LRB