How NERD’S Director Light & Mathematics Weaved Magic and Charm for SpinMania's Enchanting Spot

With the launch of the new SpinMania campaign in Switzerland, we had the privilege of catching up with the visionary director, Light & Mathematics aka Peter S. – a maestro who has breathed life into animation scenes in iconic franchises like Harry Potter, Star Wars, Madagascar and even Ace Age. In our conversation, we delved into the delicate balance of humour in commercials, the art of unique storytelling, and the essence of crafting a truly memorable set of visuals.

The central challenge, as Peter puts it, lies in the delicate balance of infusing the essence of beloved franchises into a singular commercial while maintaining originality. He shares, "My goal was to draw upon the whimsical charm and fantastical elements that define these renowned franchises while also infusing a fresh and original perspective, breathing life into these little fantasy figurines."

The dance between homage and novelty, according to Peter, involves a fusion of tried-and-true storytelling techniques with unexpected twists and inventive character interplay. This blend aims to capture the hearts of both new and long-time fans, creating an experience that resonates with our viewers.

Amidst knights, mermaids, and Cyclops in a mediaeval festival setting, a memorable behind-the-scenes moment unfolds. Peter recalls, "During our early character-testing phase, we had a whimsical idea to infuse even more drama and excitement into the narrative." This experimentation resulted in a scene where characters collide and soar, eliciting laughter and cheers from the creative team at the production stage.

Speaking of comedy, Peter from Light & Maths explains his approach, "One instance where we've harnessed the power of surprise and humour is with the character interactions." The comedic twist involving the Cyclops colliding with a tree and the emergence of a Phoenix chick was a carefully orchestrated plan to catch the audience off guard, sparking genuine amusement.

Reflecting on the evolution of humour in advertising, Peter notes, "Humour in advertising has evolved significantly with the rise of the recent humorous ads, moving from a sporadic element to a strategic cornerstone." He likens this evolution to the kind of engagement seen in films made for younger audiences like Madagascar and Ice Age, where humour becomes a central character that humanises brands and forges emotional connections.

The essence of a memorable commercial, in Peter’s view, lies in evoking genuine emotions. "The most critical factor in creating a memorable commercial is the ability to evoke a genuine emotional response," he asserts. Amidst the sea of ads, it's those that touch the heart that etch themselves into the viewer's memory, leaving a lasting imprint that transcends fleeting visuals and catchy slogans.