Russian Standard Vodka 'Sorry'

Framestore has helped My Agency achieve the next stage in its mission to introduce the whole world to the glory of Russian Standard Vodka, Russia’s number one premium vodka. Working with the TV Department’s Howard Greenhalgh, Sorry is a major global campaign that broke during the Champions League finale and is due to spread across 15 markets, encompassing everything from mobile through to cinema and TV.

The film sees dramatic product close-ups, highlighting the vodka’s pure quality with serious attitude thanks to some clever direction, editing... and, of course, visual effects. Tricks used included shooting elements like dry ice, fireworks, steel ball bearings, liquid mercury and embossed metal sheeting to supply Tim Osborne’s Flame team with an array of textures and images with which to build the spot’s stunning and sensual shots. In addition to designing a new packshot from existing elements and print campaign material, the Flame team had to provide frame-by-frame clean up which was further complicated by working with macro lens and high speed footage whilst combining multiple layers. Framestore’s colourist, Steffan Perry, set the initial cool grade which was finessed through a final DCP.

The production was made all the more difficult by a tight schedule that required delivery for a crucial conference in St Petersburg. But thanks to Framestore being involved early in pre-production, the commercial was finished in time and went on to receive two standing ovations at the conference.