ABG

Commercial for the Indian investment giant Aditya Birla

Under the title "Reach for the Sun" the Aditaya Birla Group commissioned a TVC with the biggest budget ever for an Indian commercial. They chose Matthias Zentner as the director, who best represented their vision, and Matthias Zentner chose us.

This commercial was all about spectacular locations: an ancient tree, a reed-filled lake, an undulating field, a tropical waterfall and an emerald bamboo forest. All these locations would have to be close to each other, because the TVC would have to be shot in 2 days only. Our location department under Kowit Komon made it all possible. In the province of Kanchanaburi, west of Bangkok, they found everything we needed and much more. The tree for example was a ancient giant, 60 meters in diameter, and the waterfall in intricate affair of a multitude of different terraces over which clear blue water spilled.

Gai Kuladee was the art director. She and her team had to handle everything from traditional Indian make up for an elephant, a water-rig that dispensed its water in fine strands like the strings of a harp, through to to floating reed-coverd platforms in a lake. After all that, bringing an antique muscial instrument out to these platforms still proved to be their biggest adventure.

A special thanks must go to our wardrobe team led by Pimjai Gajesanandana. They created 16 original and stunning outfitts in less than 5 days.