Stink's Nieto Directs Brilliantly Bizarre WuFangZhai Spot

Chinese food company Wu Fang Zhai has worked with Social Lab Beijing and Stink Beijing to create a story to convey the precious source and selection of each sticky rice grain to make the best rice dumpling.

This is a story about an arduous journey that never sees the return of a 605 part-grain-part-man community. Produced by Stink Beijing, in the hands of director Nieto, the Grainmen were brought to life with a wicked sense of ingenuity, their odyssey pervaded with hopelessness and uncertainties, punctuated by amusing and emotional partings, as only the best survive to reach their destiny.

To create the unique look, Nieto collaborated with a matte painter conceiving a magical universe spanning a multitude of dimensions, creating a ritualistic dance sequence for the film. 

Every detail of each Grainmen was carefully calculated. From the styling to the casting, with the earthly flavour and taste of each grain communicated through each costume and actor. The headgear was specially designed by the director so that the audience can identify and reminisce on the grain characters long after they watch the film. Worn with loin cloth and black sandals, not forgetting those green sacks, life appears as absurd as it can be.