Pedigree Petfood Canada has launched “Catch”, a multimedia advertising campaign featuring the efforts of dogs to catch Healthy Pocket pieces of Pedigree Vitality. Muscles are tensed. Tongues are let loose. Saliva drips. Bodies are launched. Some are not. Canine expressions of all sorts are captured at 1000 frames per second to take 3 seconds of action into 30 seconds of anticipation. All inspired by “Birds”, the Vitalic music video produced by French digital production house Pleix.
Click on the image below to play the Pedigree Catch video in YouTube (HD)
The Pedigree campaign was developed at TBWA\Toronto, by creative director/copywriter Mark Biernacki, creative director/art director Steph Mackie, and agency producer Margaret John.
Filming was shot on a Phantom camera by director Bob Purman via Imported Artists Film Company, Toronto.
Sound was produced by Joey Serlin at Vapor Music. Editor was Chris Parkins. Flame artist was Mike Bishop.
Purman was initially charged with shooting two spots, a “Catch” and a “Jump” execution. Purman tells us how the two spots ended up as one.
“The ‘Catch’ spot was to be a series of shots of dogs looking with anticipation as a piece of dog food is flying through the air towards them. We shot close-ups of the dogs at 1000 fps. The result was really wonderfully anthropomorphic. The super slow motion really captured this intense sense of desire in the dogs’ eyes. To me it was equal parts awe inspiring and hilarious to see so rich a palate of personality in a dog’s facial expressions. A few days after the shoot I started to get emails from Mark, Steph and the editor Chris Parkins with the different iterations of the spots cut to different music selections, all of them interesting for different reasons. But then they put footage from the two spots together to form this new greater whole that really exploits the dynamics of the dogs’ athleticism and their emotive personality in slowed time.”
Here’s the film that inspired the Pedigree Catch campaign. Click on the image below to play the video in YouTube (HD)