SuryaSlim Promild "Paper Art"

Client: P.T Gudang Garam Tbk
Agency: SOHO Square
Director: Jamie Quah
MFX Director: Chan Moon Choong

Gudang Garam is one of the biggest cigarette brands in Indonesia. Working hand-in-hand with Velocity Productions & Running Water, agency Soho Square presented MFX with an abstract board. Our brief was to create a visual "abstract piece with attitude" for this light and mild cigarrette known as Surya Professional Mild. The "attitude" came in the form of styling and animation which represents the taste of the cigarette paper, while the end logo formation resembles the image of the packaging. To ensure a smooth production workflow, MFX had their team of designers visualize the design frames and crafted the sequence in detail before production so that they had a good grasp of the end product.