Suave Spot for Kronenbourg 1664 Blanc Oozes Sophistication

The latest film coming out of Papaya is Martin Aamund’s suave new film ‘The Apartment’ for Kronenbourg 1664 Blanc, created by Fold7.

The action takes place on Rue 1664, a street in Paris, brought to life through practical and digital techniques. We go on a journey, the voyeurs of a delivery of 1664..floating through the story and a fantastical apartment building, weaving between various characters' lives which provide little microstories, all choreographed beautifully to give the spot a quirky charm. Throughout the sense of movement and speed, clever camerawork and post gives the apartment a vibrant life of its own. Martin adds his trademark touch of surrealism to the piece blending dreamlike visuals in with the practical set-design that also makes for some really clever transitions.

“I was very happy to read the script because I felt the piece had all the elements of what I love to do, adding a certain degree of surrealism and it had a dreamlike quality to the story," says Martin Aamund, director.

The collaboration between the various departments was key to creating a fully realised word and with only 30 seconds to tell the story it was crucial that everything served a purpose. From a popping colour palette that would make Wes Anderson envious, to the vibrant musical score, everything comes together to tell a simple story of people coming together and enjoying a drink.

Martin adds: “The script was very technical and at the same time it shouldn’t feel technical. I wanted the final product to feel effortless and simple, I didn’t want it to feel rushed because we only had a limited amount of time to tell the story but it had to feel purposeful.”

“We really loved the collaborative atmosphere and Fold7 did an amazing job to create this world. We just added our production touch and I just love how it all came together,” says Papaya London EP Wojtek Skiba.