BIC Cello India | Maxtreme

Director

Pushpendra Nath Misra

Agency

JWT,Mumbai

Director of Photography

Mitesh Mirchandani

Creative Director

Senthil Kumar, Tista Sen, Hanoz Mogreli, Kashyap Joshi, Rithwick Raghunath

Account Management

Samarth Shrivastava, Giridhar Bhat, Neha Singh

Client Servicing

JWT, Mumbai

Chief AD

Yatharth Awasthi

Assistant/Associate Producer

Chirag Patel

Line Producer

Ashish Modi

Art Director

Sathyajith Sathyan

Costume Stylist

Harpreet Swahney

Hair and Makeup

Vidya Shankar Singh

Casting Director

Shikha Pradeep

Offline Editor

Pushpendra Nath Misra

Colorist

Vineesh Vijayan, Nube Studio

Post Production House

After Studio, Santacruz

Music Director

Rohan, Vinayak

BIC Cello’s pens have found their way into the stationary stands of millions of Indians. Their longevity makes them ideal products for people who have a lot say. JWT, Mumbai approached us with a script which was humorous and fun and luckily, we’ve made a career out of making things look funny.

The script had several moments which were loud and had physical comedy. We provided the experience that matched the quality of the agency’s concepts. The idea was to have fun with the script while portraying it cinematically. The cast was directed to embrace the caricature-ness of their characters and the scene was built up with urgency to create a humorous contrast to the triviality of the content.

The initial confined locations were proving to be limitation when the in-house suggested that a journey be made out of the journalist and his team’s conversation. This resulted in the travel from the conference hall to the studio along with the characters as seen in the final ad film. This allowed us to explore different locations within the film and also integrate the element of dynamicity into the film. The movement not only took the boredom out of static filmmaking but also highlighted an essential feature of the product – you can write on the go, thanks to its smooth make. Steady cam in the hands of Mitesh Mirchandani worked wonders as the film was infused with new energy and spark. 

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