The spot is based upon an Absolut print campaign which features a cocktail glass exploding out to reveal the liquid contained within it. “Dissection” expands on that concept by disassembling a full Absolut Vodka bottle, lingering on the vodka within, and then reassembling it by the end of the spot. About 80% of the liquid featured in the spot is real, photographed slow-motion vodka, but there are a couple of shots that feature completely CG vodka.
Directed by Psyop with visual effects by MassMarket.
Title: Dissection
Client: Absolut Spirits, Stockholm
Agency: TBWA/Chiat/Day, New York
Worldwide Creative Director: Rob Smiley
Creative Director: Lew Willig
Copywriter: Meghan Simons
Art Director: Megan Williams
Producer: Jamie Grady
Production Company: Psyop, New York
Directors: Marco Spier, Chris Staves, Mate Steinforth
Designer: Mate Steinforth
Director of Photography: Martin Ahlgren
Executive Producer: Lucia Grillo
Producer: Nathan Jew
Assistant Producer: Tarun Charaipotra
Live Action Producer: Paul Middlemiss
Visual Effects Company: MassMarket, New York
VFX Executive Producer: Justin Lane
Technical Director: Jacob Slutzky
Lead Flame Artist: Nick Tanner
Flame Artists: Chris Staves, Theo Maniatis
Pre Visual Artist: Damon Ciarelli
Editor: Cass Vanini
XSI Team: Dave Barosin, Jan Bitzer, Andrea Gebhardt, Jae Ham, Bashir Hamid, Andy Hara, Florian Witzel, Miguel Salek, Boris Ustaev, Jason Vega, Lee Wolland
Roto Artists: Leslie Chung, David Marte, Joon Park
Sound mixer: Peter Holcomb, Sound Lounge, New York
Music: Small Sails, Somnambulist
