Lurpak 'Kitchen Odyssey'

Framestore has teamed up with W+K London and Stink's Martin Krejcí to create the latest instalment in Lurpak's 'Good Food Deserves...' campaign; only this time there's a dramatic twist, courtesy of some eerie close-ups, worthy of David Fincher.

The ad opens with a tight shot, filmed from inside a fridge, where eggs appear as Everest surrounded by breathtaking terrain in the shape of water jugs et al. This drama is contrasted by an everyday hungry man coming home from work and eschewing a ready meal in favour of French cuisine... aka an omelette. Cue some spine-chilling shots of eggs being beaten and hobs being set alight.

Framestore added to the spot's tongue-in-cheek drama by completing all visual effects, including the David Fincher style transition that sees a continuous move through bubbling butter. The shoot was VFX supervised by Tom Sparks, with Jonathan Hairman leading the 2D work back at Framestore HQ.