Paneangeli has chosen Terminal Loud Pictures for its new TV commercial, which will air on the major national networks. The commercial highlights one of the company’s flagship products: Pane degli Angeli yeast. With this advertising campaign, Paneangeli aims to promote not only the competition with a substantial prize pool, but also to celebrate the joy and happiness of cooking with love.
The art department team did an exceptional job recreating the authentic atmosphere of an Italian kitchen. The set took place in a charming country house in Bologna, where the troupe was able to capture the feeling of warmth and hospitality. The meticulously arranged set reflected the brand’s values: goodness, genuineness and a touch of magic.
To effectively represent the angels of the Paneangeli brand, a complex rigging technique was used. A child was harnessed with specific equipment, allowing realistic and fluid movements to be recreated. The stylist and storyboard artist teams worked with special effects experts to achieve the desired effect. A dozen sketches were created, and every detail was meticulously considered to ensure both functionality and visual impact.
For this project, Terminal Loud Pictures had the honor of collaborating not only with WPP, one of the largest multinational companies in advertising, public relations and market research, but also with the renowned DOP Marcello D’Apporto, known for his work on “Los aviones que se caen” (2012), “Stalking Eva” (2015), and “Blocco 181” (2022),. His extensive experience spans TV commercials, TV series, music videos and short movies, adding a wealth of expertise to the campaign.
The styling department adapted the classic angel costumes to conceal the rigging wires from being visible, ensuring a natural and engaging result. The light and grip team used a green man and a green screen to recreate the angels’ flight, achieving a high-level outcome.
The synergy between production, the director and the technical departments led to innovative solutions that brought the desired effect to life. Thanks to our collaboration with Iggy Post Studio, which worked on post-production, every detail was perfected, including effects and color correction using programs like 3D Maya. The final commercial is a striking visual experience that embodies the brand’s values, infusing a touch of magi cinto the homes of viewers.
