Working under their newly formed partnership with Revolver, Psyop has directed “Catfish,” a comically surreal spot starring a forlorn catfish, for Sydney agency Leo Burnett and their client, Diageo.
The spot tells the sorrowful tale of the catfish. With a body covered in 180,000 taste buds, it’s doomed to roam murky waters where shoelaces undulate like seaweed and used bandages suffice as food. Meanwhile man, with a mere 10,000 taste receptors, is free to savour the double-distilled, Red Gum tree filtered, 100 proof Bundy Red as he pleases.
“The initial direction from the creatives was to make the spot feel as real and tactile as possible. So our directors, Todd Mueller and Kylie Matulick, came up with a crafty approach to achieve this. We built a scaled practical diorama set for the underwater sequence, matching the camera moves from our detailed previz. We then animated and composited our hero elements, such as the catfish and tongue, ensuring that they felt grounded in this underwater reality / surreality.” Says, Kim Wildenburg,
Psyop Executive Producer.
The live action portion featuring our hero, Miller, was shot on location in Sydney in partnership with production company Revolver. This is the first collaboration between the two entities, who announced their union in April.
Agency: Leo Burnett Sydney
Executive Creative Director: Andy DiLallo
Creative Director: Tim Green
Copywriter: Mike Felix
Art Director: Matt Swinburne
Client Services Director: Peter Bosilkovski
Business Director: Sam McGown
Executive Producer Broadcast: Margot Fitzpatrick
Production Company: Psyop/Revolver
Creative Directors: Todd Mueller & Kylie Matulick
Exec. Producers, Psyop: Kim Wildenburg, Neysa Horsburgh
Producers, Psyop: Luisa Murray, Hillary Thomas, Michael Schlenker,
Project Leads, Psyop: Dan Vislocky, David Chontos, Lane Jolly, Jose Martin
Producer, Revolver: Caroline Barry
Exec. Producer, Revolver: Michael Ritchie
Director of Photography (Australia Live Action): Danny Ruhlmann
Production Design (Australia Live Action): Damien Drew
Music and Sound Design Post Production: Song Zu Sydney
Music composers: Ramesh Sathiah & Haydn Walker
Sound Designer: Abigail Sie
Editors: Brett Nicoletti and Nathan Pickles