Photoplay Films director Scott Otto Anderson’s latest work for global dairy brand Pauls via creative agency The Monkeys has seen him create an ‘Extraordinary World’ of miniature proportions.  

Briefed to bring to life a fantastically parallel universe, the live action and VFX TVCs (‘Stop and Go’ and ‘Maurice’) invite viewers to visit Paul’s town – a magical world that celebrates colourful characters, charmed streetscapes and offbeat abodes.

Shot in Prague over four days, Anderson worked with a global creative team, concept artists Matt Hatton and Kurt van der Basch and renowned production designer Martin Krejzlik, to design and build a pint-sized model town with a dairy twist.

The purpose built, 20-metre-wide set took three months to create and is home to a landscape of quirky detailing, including a teapot caravan, a milkshake house and a custard cup cottage.

To create a realm of possibility that is both warm and believable, the set builds and miniature elements of varying scale were mainly shot in-camera.

Says Photoplay’s Anderson: “Whilst the campaign is meant to evoke happy memories of childhood, I also wanted to convey a level of realism by shooting in-camera as much as possible and by enlisting a modern aesthetic to the spot’s overall look and feel.”

Photoplay Films executive producer Oliver Lawrance believes Anderson was the perfect fit for the campaign due to his experience with hands-on sets builds, in-camera effects, and using VFX where necessary whilst not relying on CGI.

“We are thrilled with Scott’s latest work and had a great time coming up with a truly unique campaign alongside the creative team at The Monkeys, who proved super supportive the whole journey through,” said Lawrance.