What does one need to do to get 1,000 mg of vitamin C?
In this 2nd ad for this year’s campaign, director, Steven Facius, treated this like a celebrity chef is about to conjure up another mouth-watering dish, only for viewers to realise how messy it can be to try and extract 1,000 mg of Vitamin C. Steven’s choice of pacey, light-hearted music played up the contrast between a cheerful Pia going about her creation against the messiness of extracting lemon juice.
With the large window in the background, DoP Hong and his team had to work incessantly to maintain that fresh, cheery feel as the exterior ambience changed over the course of the day. Pia’s enthusiasm and exuberance throughout the shoot day kept the crew working to her same rhythm.
“A thoroughly enjoyable experience for me on the big stage with a big celebrity”, said a modest Steven at the end of the shoot.