Ann Idea
A hilarious, yet too real journey into the creative process
Directed by EyeCandy
In the spirit of collaboration fostered over the years with creative agencies, EyeCandy is proud to unveil their latest creation: Ann Idea. This film provides a behind-the-scenes look at the creative process behind video production, catering primarily to industry professionals. Infused with humour, Ann Idea invites viewers to immerse themselves in the various situations depicted, showcasing the birth, evolution, and sometimes the demise of creative ideas
Ann Idea takes viewers behind the scenes of the creative process, specifically referring to how ideas sometimes succumb under 'enemy' fire. Can you elaborate on the challenges depicted in the film?
Generally speaking, Ann Idea delves into the challenges faced by creative professionals inspired by our extensive collaborations with creative agencies worldwide over the years. We have witnessed wonderful ideas morph and change according to marketing and budget constraints, leading to something very far away from what we initially thought of. But Ann Idea shouldn’t be perceived as a form of complaining; we are very passionate about our work, so it should be read more as tribute to creativity with a touch of irony.
EyeCandy has developed from a tabletop-focused endeavour to a full-fledged creative factory. Tell us about your creative approach within commercial productions.
EyeCandy was born out of my obsession with constructive comparison and teamwork. For years, I worked with different collaborators with every project until I realised that if I truly wanted to grow, I had to build a team not only with a directorial vision, but also a more creative perspective. Currently, the team consists of a director/DP, an editor, a visualizer, a copywriter, and soon we will also welcome a producer with us. This allows us to be more cohesive when creating a tabletop commercial film. Now, we focus on the perfect integration between live action and demo parts that need to be seamlessly incorporated into the film, rather than existing as standalone elements.
In the world of tabletop, beauty, and food videography, what trends or emerging techniques is EyeCandy currently exploring, and how do these innovations shape the future direction of the company?
The world of tabletop is closely tied to a strong technical knowledge of real special effects - the camera rigs used in shooting, motion control robots, and lighting. Those who are part of this field cannot work without all of this. But it’s also essential to explore new solutions and not simply rely on what is already known and what we are familiar with. This year marked the affirmation of AI. We have been studying and fully integrating it into our work since January 2023. We use AI as support from the early creative stages, through the conception of storyboards, to its integration with the final video. AI has become another team member for us—a component that needs to be studied, trained, and enhanced, but has now become a fundamental tool for bringing our projects to life.
“AI has become another team member for us—a component that needs to be studied, trained, and enhanced, but has now become a fundamental tool for bringing our projects to life.”
Can you share some insights into the creative decisions made to showcase tabletop elements in Ann Idea, and how this style enhances the storytelling in the film?
Our commitment lies in the perfect integration between live action and tabletop elements, showcasing a cohesive and passionate approach. As mentioned above, we are working a lot on artificial intelligence, but it's early. What we are pushing a lot is the integration of demo parts deeply into the story, as you can see in many of our works including Ann Idea. We are definitely not fans of films that suddenly stop to show you the product demo and then return to the story. The exciting challenge is to make a complete film that integrates everything together, not two films within a single film.
What’s next for you?
We’ll run a workshop during the upcoming ADFEST 2024, focusing on the effective integration of demo parts into films. Artificial Intelligence (AI) is a remarkable yet young tool that should be seen as a catalyst for expediting and enhancing creative processes. Our emphasis will be on using AI to refine creativity while upholding a dedication to seamlessly integrate tangible and authentic elements into visual narratives.
Written by Greg Ferro, Chiara Giuliano, Luca Bianco
Director/DP: EyeCandy
Talent: Sonia Caretto
Editor: Margherita Chiatti
Colorist: Orash Rahnema
Compositing: Igor Golczynsk
Music & Sound Design: FinalCat Studio
PH: BITES
EP: Jakub Laskus
Producer: Stanisław Czerniawski
Production Manager:Pola Jasiewicz
1st AC: Dominik Kostka, Michał Szymczak
Bolt Operator:Krzysztof Solich
Foodstylist: Malwina Wachulec
Gaffer:Ksawery Kowalski
Sparks: Piotr Malicki, Roman Adasko, Samuel Świderski
SFX Engineers: Rafał Wiśniewsk, Dariusz Soliński
Make-up Artist: Ali Kosoian-Koźbielska
Hair: Olga Sulipa