The making of the Efco advertising campaign

Overview   Process  

The first ideas: children, happiness, cake throwing, fat bathing.

efko process 01

How about a serious mood?

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Or simply write it with creme, beautiful and delicious?

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Or how about a cute Fatman that’s like a part of your family?

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Or maybe look at it from a global perspective: elephants, atlases, the Earth made of creme and crust?

efko process 05

Meanwhile, the copywriter invents the slogans.

efko process 06

The art director asks to draw a couple of ideas of his own.

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Showing the drafts to the client.

efko process 08

The client chooses a few: the atlases, the elephants, the slogans and the cookie machinery. Also the one with pieces of cake.

Starting with the atlases and the elephants. Deciding to make a 3D model. Drawing a more detailed sketch and searching for similar renders before tasking the 3D modeler.

efko process 09 1
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The modeler submits the first results.

efko process 10

Designer: Well, that’s not exactly the way it looked on the sketch, you’ll have to change it.

Writing a detailed explanation of corrections to be made.

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That’s better. Making some more adjustments and starting the retouching.

The client likes the result.

Artistic director: The problem is that the text is illegible.

Fixing it.

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Simultaneously making a mock-up of the cookie machinery billboard. Searching for photographs of gingerbread cookies and investigating cookie production methods.

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Cutting the mechanism out of cardboard.

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Preparing detailed drawings and explanations for each piece for pastry chefs.

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The photographer takes individual pictures of each cookie. After much pain with the creme we decide to use shaving foam instead.

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The type designer creates a typographic composition in the style of European bakeries.

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Assembling it all together.

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