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Nearly eight months before its release, TBWA The Netherlands asked several international acclaimed directors to come up with their visual approach to the ‘Heineken – The Invention’ script. While just receiving the script, director ISMAEL and his executive producer Mireille Lampe asked me to come on board and prepare the perfect pitch document together with them. A intensive period of research started on the 1889 World’s Expo Paris and how to re-create it in all its glory. Meanwhile ISMAEL was pretty clear: “If this unique project is awarded to us, I want you to be the production lead. From pre-production to Shoot on location up the whole post production process“. Here, the mutual commitment started. While Pink Rabbit can be considered as one of Hollands smallest production companies, we all made ourselves exclusively available for this project as we were blown away by TBWA’s phone call in which they rewarded the project to ISMAEL.
And so my biggest production ever started in which I never spent that much time in research, location visits throughout Europe and a carefully crafted production approach in which we partnered up with visual effects studio Glassworks Amsterdam. Next to partnering up with the visual effects studio, cast was sourced in five different countries and the search for finding the right props started, including finding the the world’s first car and recreating Heineken bottles from 1889. During a series of shooting days we were able to capture the World Expo in its finest details. Meanwhile, a replica of the Eiffel Tower was created and in Paris and extra VFX shoot was organized. By then, we only had to edit it and ‘do some post production work’. An amazing ride, ending with a re-recording of ‘Figaro’ done by Italian opera singer Pietro Spagnoli.
While the ride was so exhausting and satisfying, Pink Rabbit showed its similarities to the Gerard Heineken:
You don’t need much more than a small group of people who have great ideas. Delivered in a variety of edit lengths to be seen on many screens, including cinema.
How we did it? here’s a part of it:
BEHIND THE SCENES