A team talk in a phone shop. A couple having a conversation. And a few very small creatures with absolutely no sense of personal space.
For SALT’s Swiss Black November campaign, I joined Boutiq Films and agency brinkertlück to help bring a new character world to life. The brief brought together two things I love: expressive characters and comedy that happens in ordinary places.
Commitment
A final push for the team gets a very enthusiastic response from its smallest members.
A discount with a face
There is a lovely idea built into these monsters: two round eyes and a diagonal nose form a percentage sign. The offer becomes a character. From there, the interesting question is how that character behaves.
My work as director was to shape those behaviours, their sounds and their comic rhythm. How eager are they? How close do they get? When does a reaction become funny? Small decisions give an unfamiliar creature a personality you recognise.
Monster Call
He is excited about the deal. She is a little more interested in what is climbing on him.
Directing with AI
I chose an AI filmmaking approach for these films, bringing photoreal worlds and expressive character performances together. After years of working across live action, animation and visual effects, I find this an exciting extension of the craft.
I enjoy being hands-on with the technology. It opens up room to explore faces, casting and unexpected combinations. The directing questions remain very practical: where should we look, what does the character want, and how long should we hold the shot before the joke lands?
That is the part I care about most. The image needs to feel convincing, and the performance needs to make you feel something, even if the performer is a tiny monster getting far too comfortable on someone’s shoulder.
Made for the scroll
The character world continues in two short vertical films. A switch and a little letter theft give the monsters new ways to play with the offer.
Between the takes
A glimpse of the exploration: alternate casts, character tests, big reactions and a few happy accidents. These are development tests and alternate takes, rather than finished campaign shots.
Explore the complete campaign and making-of →
Client: SALT
Agency: brinkertlück
Production: Boutiq Films
Director: Roni Kleiner