showcase Hemglass Click & Collect
scope
Hemglass is a beloved feature for children and families, and who doesn't recognize the sound of the blue truck when it's nearby? The company is now launching "Click & Collect," where customers can place their orders directly on their mobile phones and then pick them up when the truck arrives. With the launch comes communication and PR.
client
format
Haus / Hemglass
Still Images
Film
result
The mission
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A child experiencing the magic of ice cream on their mobile phone before the ice cream truck even arrives! This project lies at the intersection of still images and animation. The image is a collaboration between a girl, a mascot, an ice cream truck, and a phone, and it must be created in multiple layers.
The decision was made to use a hybrid of exposed images, 3D models, and 2D retouching, with a strong emphasis on model selection. The advertising agency Haus, in collaboration with us at Swedish Frames, ensures that specialists from multiple teams work together.
The Ice Cream Truck and Mascot
– A Part of Hemglass
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The blue ice cream truck and the mascot Vilgott are both strong carriers of the Hemglass brand.
In the 3D work with these figures, the balance between recognition and the new, digital aspect must be perfect. Those who don't recognize the ice cream truck from their childhood memories won’t connect with the image’s message.
At the same time, nothing should disrupt the image’s narrative. The mission is a girl finding ice cream joy and magic in the app – everything else is just noise.
Filming with Infinite Patience
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The filming location is a villa in Aspudden, and the model Helmi has just turned 10 years old. Since the casting, both of her front teeth have fallen out while waiting for new ones. Photographer Johan Nordström works intensively with effect lighting, and Helmi’s patience is put to the test.
The angles must match the 3D models of the ice cream truck and mascot, measuring in millimeters and degrees. Then comes the concentration and silence before the team and Helmi go through a session with still images. The photo shoot takes nearly 7 hours, including setup time.
An Image with Light and Darkness
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The first draft image from us at Swedish Frames and Haus balances between ice cream joy and mystery. The ice cream truck and waving Vilgott are exciting, and ice cream is fun! But it turns out we’re not quite there yet. Hemglass wants to push the warmth and joy even further, and together we work towards the goal. The final result focuses on a glowing warmth, a sparkling smile, and a waving Vilgott.
An Image of Hemglass
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The final result is shared across social media and digital channels. Hemglass's traditional sales on the cul-de-sac in residential areas now have a complement in the app. The journey for the ice cream truck of the future can begin.
team credits
Client: Hemglass
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Agency: Haus
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Art Director: Jakob Westman, Haus
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Photographer: Johan Nordström, FSF
Senior VFX Artist: Simon Karlsson
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Model: Helmi
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Producer: Jonatan Kruse
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Makeup: The Art of Make-up School