WELCOME TO AN EXTRAORDINARY PLACE.
Extraordinary Dairy has to come from somewhere——and this is where. A far-off, kinda fantastic place that reminds us just how extraordinary dairy can be. And a little bit of Prague.
Bronze Lotus (Film Craft——Production Design)
WATCH: Morning Maurice——45"
WATCH: Stop & Go——30"
WATCH: Making the Extraordinary Place——120"
A thorough exploration of the Place, and its people can be found by clicking here.
Dairy is one of those things in life that we tend to take for granted. Some people are outright intolerant to it. But dairy nourishes and nurtures, goes with every other type of food… almost… it’s full of vitamins and nutrients. In short, it’s extraordinary.
To reposition the Pauls brand, and to steer well clear of green pastures, cows and chambray-shirted farm folk, we created an extraordinary town in which to tell our various dairy tales. A place to meet the characters who use these products and explore their lives and the role Pauls plays in them.
The town we made is 20 metres wide, took three months to create and is somewhere in an imagined Australia——by way of the Czech Republic——and it’s pretty bloody beautiful.
Our two launch spots, Morning Maurice and Stop & Go, evoke happy memories of childhood, but aim to convey a level of realism by shooting in-camera as much as possible, and by enlisting a modern aesthetic to the overall look and feel——to paraphrase director Scott Otto Anderson.