There’s a lighter world
Mahou Premium Light is a new beer with 35% less calories. The spanish agency El Laboratorio commissioned an advert to director Nico Caicoya from Agosto, with the claim “There’s a lighter world. Coming up?”.
To express this concept, the story would show a couple of dancers taunting gravity. But Nico Caicoya didn’t want to use posproduction effects, instead of that, a rotating set was built for the shooting in Prague. When it seems that the actors dance all over the walls, it’s the camera and the entire set the ones that are turning upside-down.
Choreography was created by Suple, a choreographer that has worked before with artists such as Jamiroquai and Madness. On the other side, the music is a cover of Technotronic’s Pump up the jam, made by the canadian swing trio Lost Fingers.
Title: Lighter world.
Client: Grupo Mahou – San Miguel
Agency: El Laboratorio
Director: Nico Caicoya
Creative team: Carlos Holemans, Daniel Ilario, Manuel Montes, Jesús Lada y Carla Romeu
Account team: Rafael Silvela, Ignacio Olazábal y Carolina Paramio
Agency producer: Paul Severn (Central de Producers)
Production company: Agosto
Producer: Anahí Puig and Víctor Mata
DoP: Paco Femenía
Posproduction supervisor: Sergi Roda
Music: Lost Fingers