MIFILMS

NESTLE FRUITA VITAL

Real Fruit Experience

IMAGERY PRODUCTIONS

Ad Film

Nestle Fruita Vital - Real Fruit Experience

A Visual and Auditory Masterpiece

The Nestle Fruita Vital – Real Fruit Experience campaign in Thailand, conceptualized by Ogilvy, is a stunning example of how filmmaking and creative production management can elevate a product’s image and create a memorable, emotional connection with the audience.

Deliverables:

Production Management

International Film Production

On-Boarding Filmmaking Teams

Production Design & Plan

Sound Track Rights Management

Still Photography

Shoot & Post Production

Project Overview

Bringing Real Fruits to Life

Nestle Fruita Vital is a premium range of juices and nectars prepared from the finest fruits sourced from the world’s top orchards. The product stands out due to its commitment to quality, with each fruit carefully selected and processed under Nestlé’s stringent standards. This project aimed to highlight the brand’s commitment to natural, fresh fruit while delivering an artistic and cinematic interpretation of this commitment.

Filmmaking Leadership and Team Expertise Under the leadership of Ehmer Kirmani, the project was handled by MI Films Worldwide, bringing on board renowned cinematographer and director Avi Karpick. Avi’s global experience in large-scale advertising campaigns and cinematography was a critical factor in bringing the brand’s vision to life. The team shot a 2-minute commercial in Thailand, featuring the four key fruit flavors of Nestle Fruita Vital: Mangos from Pakistan, Pineapple from Indonesia, Grapes from Italy, and Apples from Greece.

Visual Storytelling: A Cinematic Journey Across Four Countries

The commercial’s visual approach aimed to do more than just showcase the product—it sought to evoke a feeling of freshness and authenticity through a cinematic journey across the world’s finest orchards. The production focused on highlighting the unique landscapes, orchards, and vineyards in each country, with a particular emphasis on the people behind the harvest.

From sweeping shots of Greece’s orchards, to close-ups of ripe mangoes in Pakistan, the cinematography expertly captured the environments and natural beauty of these countries. The interactions between the locals and the orchards were seamlessly captured, providing viewers a sense of connection to the people who grow the fruit. Sun flares, reflections, and atmospheric transitions with water shots were employed to create a dreamy sequence that elevated the poetic essence of the film.

High-Speed, Visual Product Shots: Adding the 'Wow' Factor

To bring the product’s refreshing nature to the forefront, the film featured high-speed shots of fruit juices splashing and colliding, with fruits diving and gliding through the air. These shots were specifically designed to create a visual impact and deliver a “wow” factor, emphasizing the freshness and vibrancy of the juices.

A Beautiful, Poetic Execution Avi Karpick, who served as both the cinematographer and director, expressed that this project wasn’t about telling a traditional story; instead, it was about creating a beautiful combination of fleeting impressions. These impressions aimed to evoke a sense of wonder and freshness, almost poetic in nature. The result was a visually stunning and emotionally compelling ad that went beyond the typical product-driven narrative, making it as much about the experience as it was about the juice itself.

Soundtrack: The Perfect Musical Companion

A key element that elevated the emotional and cinematic quality of the campaign was the soundtrack. The film was paired with Beethoven’s 5 Secrets by The Piano Guys. This track, with its powerful, sweeping orchestral arrangement, perfectly complemented the stunning visuals. The combination of classical music with natural beauty created an atmosphere that felt both timeless and exhilarating, enhancing the film’s poetic and dreamy qualities. The music echoed the sense of refreshment and luxury that Nestlé Fruita Vital promises with each of its juices.

Production Management and Post-Production

The production team not only brought the idea to life through filmmaking expertise but also through careful production planning, soundtrack rights management, and post-production work. The result was a polished final product that stood as a work of art while effectively communicating the message of fresh, premium juices from around the world.

The collaboration between MI Films Worldwide and Avi Karpick turned out to be an exciting and educational experience for all involved, combining the magic of artistic direction with practical, high-end filmmaking to create a commercial that will be remembered not just for its quality, but for the emotional connection it establishes with the viewer.