The retro-feel present throughout the commercial, comes from the JAFFA brand itself. On the Finnish market since 1949, the orange drink is still in the top 3 of most popular soft drinks in the country. JAFFA is part of Hartwall which is owned by Heineken International.
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The internationally awarded 85 year old graphic designer Erik Bruun is best loved for his iconic posters and adverts for Hartwell and his work has been awarded the prestigious Pro Finlandia medal. You could call him a Finnish institution. Not only does The Panics commercial make Bruun’s work come alive but he can be seen for the first time in the flesh, sketching the Jaffa logo.
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Director Mischa Rozema wanted to create a commercial based on Bruun’s legacy. This time though, Mischa had to base his visual direction on someone else’s graphic aesthetic rather than his own.
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The result, another trademark visually unique mixed media film, combining live action with 2d/3d animation, motion graphics, stock footage and visual effects.
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Director Mischa Rozema says he was inspired by the look that Bruun created:
“The story needed to be told by the means of the actual posters. We had to create more 2D landscape to imaginary landscape where we go from a poster to another one. We had to choose the posters that had the most in them landscape and storytelling wise. I was inspired by the simplicity and retro feeling which reminded me of Saul Bass’s work. Bruun’s work has that same contemporary feeling and textures use that makes it real”

Production Company: The Panics
Director: Mischa Rozema