Kit Kat is the inspiration for taking a break in “Cranes”, a TV advert featuring a group of crane drivers with fun on their mind. Five construction cranes are used during the site break to make a huge “Newton’s Cradle” device with wrecking balls.
Click on the image below to play the video in YouTube (HD)
The Cranes ad was developed at JWT London by executive creative director Russell Ramsey, creative director Jason Berry, creative team Ryan Lawson and Andy Smith, planner Alastair Morton, account director Christopher Godfree, and agency producer Andrew Shelton.
Filming was shot by director Steve Cope via Rattling Stick, London, with producer Kate Taylor and director of photography Ian Murray. Editor was Tim Hardy at Cut + Run. Sound was produced by Munzie Thind at Grand Central Studios.
Media was managed by Mindshare by planner Laura Jones.
VFX and telecine were produced at Framestore. Although the ad was shot on a London building site that already included cranes, Framestore recreated them and the balls in CG to give the director more control over their choreography. The actors, however, were shot against greenscreen and composited into the live action and CG plates. VFX were supervised by Chris Redding, with CG being led by David Fish. Dave Ludlam crafted the grade.