‘More to Explore’ – CHUPA CHUPS XXL campaign by the award-winning CGI studio ILLUSION c/o JSR AGENCY for Serviceplan Hamburg
‘More to Explore’ – the latest print and OOH campaign for CHUPA CHUPS XXL visually transforms the joy you get from a longer lasting lollipop into an exploration into the endless universe of taste. It was conceived by the Serviceplan Group and realized in rich detail by ILLUSION CGI STUDIO c/o JSR AGENCY. Stunning details combined with the vibrant colors of the four Chupa Chups flavors – Cola, Apple, Strawberry and Tutti Frutti – open the door to imaginative new worlds just waiting to be discovered.
Post Rattanas, Overseas Producer Director from ILLUSION : “We love crafting details that consumers don’t usually see. Especially in the case of Chupa Chups, it is rare that people look at the product very closely. We also love Serviceplan’s idea of depicting Chupa Chups floating like planets in space, in their own galaxy, which allowed us to use lighting and color to enhance all the details of the lollipop’s surface and translucence.”
Serviceplan Group’s Global Head of Art, Michael Wilk: “For a project like this, you need a partner who is a creative visionary but also technically capable of bringing what they envision to life. Someone with extraordinary skills and passion. We couldn’t be happier to have Illusion as our partner. The work process was extremely collaborative and creative, and the result is absolutely stunning. Illusion took it to the next level. Or the next galaxy to be precise.”
Thailand’s Illusion CGI studio is among the print production agencies most sought-after globally by advertisers for cooperations. Through amazing, seemingly supernatural craftsmanship, the objects in the images appear lifelike, and the texture details stand the test of limitless magnification and close examination. Although an illusion, the images are vivid and real.
Throughout the past decade, many of the world’s most prestigious print advertisements have been produced by Illusion, such as Samsonite’s ‘Heaven and Hell’, which won China’s first Cannes Grand Prix, as well as Maxam’s ‘Civilization’ and KFC’s ‘Hot&Spicy’ or even Chupa Chups’ ‘Sweet Escape’.
Illusion was founded in Bangkok in 2001, specializing in print post production with expertise in CGI (Computer Generated Imagery) production technology. Since its debut, it has won more than 2,800 awards in domestic and international competitions, including 39 Grand Prix. In 2015, Illusion was chosen as ‘Production Company of the Year’ by the Clio International Advertising Awards, and in 2018 and 2019, it took home the ‘Asian Production Company of the Year’ award at the London International Awards.
In addition to a fantasy tone commonly applied in CGI print, through the extremely detailed, realistic and vivid painting of materials, Illusion blurs the line between the virtual and real in its works. There will always be a moment when you can’t tell whether it is a real scene captured by an ultra-high-definition lens or an elaborate replicate done by the artists. Illusion is honest and confident about its ‘skills of simulation’, after all, the company’s name is ‘Illusion’. In 2004, on its own poster, through a bunch of popcorn that looked like a white skeleton at first glance, it bluntly says to the audience: “Seeing is not believing.”
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