Cannes Lions

THE CHRISTMAS NUTCRACKER

THE AMOVEO COMPANY, Los Angeles / DIAGEO / 2014

Film

Overview

Entries

Credits

Overview

Description

We created an epic holiday spot that is a modern interpretation of Tchaikovsky's seasonal ballet The Nutcracker. The two-minute spot premiered during the U.K.'s first telecast of Black Swan. The film tells the story of a girls’ night out at Christmas time. The lead, Clara, arrives at the party at Candyland and grabs the attention of the 'Nutcracker Prince.' After a a flirtatious dance, the 'Mouse King' becomes jealous. The 'Nutcracker Prince' and 'Mouse King' proceed to fight over Clara. The energy builds to a spectacular crescendo, and after the 'Nutcracker Prince' comes to Clara's rescue, she then chooses to join her girlfriends to carry on partying as it started. The film ends with the line ‘Spend time with the girls this Christmas’.

Execution

The campaign was a unique opportunity for composer to use elements from the classic Tchaikovsky piece in a new and striking way. Composer took the time to ensure that the original track served as a foundation by recreating all the individual orchestral parts separately and then recording them out in the style of a live analog-tape symphonic recording from the 1970’s. Using these orchestral elements as a base, he then sampled them using hip-hop production techniques and re-imagined the entire piece as an epic hip-hop battle sequence. The music’s empowering and energizing pace, along with new harmonies and effects, assist in realizing the dramatic action and cinematic world that the Bailey’s client intended to showcase. Composer kept the essential feeling of the Nutcracker elements intact while completely modernizing them. The composition, musical arrangement, and audio production cemented all of the elements to generate a striking holiday campaign for Bailey's.

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