Black Thinking The Fly and the Eye

Tobacco products company OCB, France, is promoting the Black Thinking fashion range in a series of cine noir projects, beginning with “The Fly and the Eye”, a short film directed by Cisma. The rolling paper brand is now associated with Black Thinking t-shirts, booklets and stickers.

Screenshot from The Fly and the Eye

The film begins with a man sleeping on a couch. Suddenly, he is awoken by an annoying fly. From this moment on, the protagonist initiates a battle with the insect, and the bug decides to fight back with a gang of his furious friends. The man runs from them, vanishing off screen left, and unexpectedly, simultaneously appears back on screen right. This is the starting point of a sequence of mind-bending visuals that are beautifully crafted with an overall aesthetic inspired by the classic science-fiction movies of the 50’s.

Click on the image below to play the video.


The Black Thinking campaign was developed at Road, Barcelona.

Filming was shot by Brazilian director Cisma (Denis Kamioka) via Boolab. Cisma may be known for his film “Therapy”, made for the American TV channel Fuse TV, and produced by his US production company, BLACKLIST.

Click on the image below to play the Behind-the-Scenes video.

Cisma explains some of the background to the short film…

“The idea was to create a piece that worked as a viral, but without being a 5 seconds YouTube joke. Altogether, two months of work were needed to produce this creative and original project.The idea was to make a 40s sci-fi movie about a guy who couldn’t leave the frame. Everything that gets out of the screen from one side it returns in the other. He tries to escape using all the directions, from right to the left, from back to front and from up and down the frame. It’s a justification to have the last image with an eye with two pupils. Because the nature of this film, using all the edges and last pixels of a frame, it completely ignores the TV’s safe action, so this film could only be presented on a monitor screen. It’s exclusive for internet.”

Production service company was Margarida flores e filmes, Sao Paulo. Post production was done at IlegalFX, São Paulo.

Sound was designed by Combustion (Marcelo Baldin). Storyboard was produced by Renato Blaschi. Animation was developed by Alfredo Hisa, Nuke composition by Daniel Dias, 3D animation by Renato Ferro. Others involved were director of photography Ching, Brazilian producer Paulo Schmidt, assistant director Paula Janie, art director Stella do Carmo, production coordinator Adriano Gobbi, head of post production Francisco Ruiz, production coordinator Thais Freire, Rotoscopy team Marcio Martins Filho, Marcelo Martins, Rogerio Merlino, Paulo Chedid, Claudio Boeno and Eduardo Monte Alegre. Casting agents were Simone Cândido and Miki Malka. Wardrobe was handled by Silvinho Monteiro.