Y&R Shanghai destroys a library for Mizone TVC

With a set built in studio with real shelves and wire rigs, Photoplay director Husein Alicajic set out to create this action-packed library scene using in-camera effects where possible, including the main character in the TVC physically walking on a tilt and library shelves actually collapsing like a row of dominoes. 

Commenting on the challenging shoot, Alicajic said it was very time consuming as the giant bookshelves had to fall down over and over again, requiring the crew to re-set everything for each take.

He added, "Everyone involved did an amazing job and it was great to work with the local Chinese crew who have such an expertise in wire rigs and stunts."

Credits:

Title Mizone Tilt 'Library'
Client Danone Water, China.
Agency Y&R Shanghai
Production company Photoplay, Six Toes
Director Husein Alicajic
Producer Oliver Lawrance, Haydn Evans
Group creative director A S Anam
Agency producer Sariyanti Sannie