Concrete Jungle
Framestore worked with Wieden+Kennedy London and MJZ to bring Amazon Prime’s new spot, ‘Concrete Jungle’ to life. The emotive spot highlights a woman’s transformation of the concrete world she finds herself in whilst away from home.
The Framestore team included Creative Director, William Bartlett, who was the VFX Shoot Supervisor and Senior Lead Flame Op, Darran Nicholson.
With Director Michael Spiccia based in Los Angeles, the grade completed by Company 3 in New York and the production company MJZ and agency Wieden+Kennedy based in London, Framestore needed to work across a wide span of time-zones.
“It was brilliant to work on this project with Wieden+Kennedy London and MJZ,” said William Bartlett. “We worked seamlessly with teams across London and the US to craft this piece, and I think collectively we’ve really captured the feeling of homesickness but with an uplifting ending”.
The team faced some creative challenges during the process, especially when it came to finding the balance between the starkness of the scenes juxtaposed against the uplifting foliage present at the end of the film. In particular it was important to utilize brutalist style architecture to really hone in on the concrete materials.
“There were a few tricky shots to realise including tracking a more obvious coffee bean to a twisting cup of coffee,” commented Darran Nicholson. “We also created an entirely new Cityscape, and removed any signs of plants and foliage from all the other apartments to emphasize the lush greenery setup by our hero character.”
Alongside this, Framestore’s Darran Nicholson worked on an accompanying story in the Amazon Prime ad collection called ‘Double Shot Dad’. This time we get to know a tired new Dad who comes to life again after ordering some much needed caffeine supplies.
The spots were graded by Sofie Friis Borup at Company 3 New York.