Shaddy / Dokuwa - The gift of the Magi (2017) :90 (Japan)

Shot in Hungary by Flatpack films in collaboration between Dokuwa Communications and Taiyo Kikaku who produced this ad for Dentsu, this film adapts short story The Gift of the Magi by writer O Henry. Every detail is old world European, capturing the look of a time that wasn't that long ago but still feels like part of a romantic fairy tale. The young couple go to great lengths to show their love for each other, giving up their most prized possessions to afford gifts for each other.

Flatpack initially scouted and prepped the entire production in Budapest, but had to move quickly to change their plans when a Hungarian head of state’s visit to the city would clash with the shoot. Working off a tight schedule, the production service experts scouted an entirely new city, new locations, secured all of the permissions, and calculated logistics – in just one week. Now the quaint city of Esztergom was the backdrop for the story, chosen for its beautiful historical architecture and for its picturesque island in the middle of the Danube river. The shop window scenes were shot in Esztergom town square and Flatpack completely redressed an antique shop for the pawn shop scene.

Flatpack’s Producer, Zita Kisgergely, comments: “Shaddy was dedicated to achieving an authentic European period feel, so the settings and costumes had to be spot on, right down to the smallest detail. Our art department rose to the challenge, researching and sourcing the perfect period jewels and watches, and finding exactly the right type of lower-middle class costumes -provided by the amazing team at Peris, Madrid - to accurately reflect the status of the young couple.”

“It was a pleasure to work with the Japanese team on this project,” comments Zita. “In all my years in production, I haven’t come across a more meticulous approach. Their attention to detail is both mesmerising and hugely impressive, and it was exciting to demonstrate Flatpack’s ability to match this high standard. We’ve proud to have been a part of this amazing project.”

Ken Hagen Takenaka, Executive Producer and Founder of Dokuwa Communications, comments: “Working with the Flatpack team in Hungary was a great experience. Everything was well-planned and organised, and we became good friends by the end!”

Ad Agency : Dentsu
Creative Director : On Gunji
Account Manager: Naofumi Mura
Client: Shaddy
Production Company : Taiyo Kikaku & Dokuwa Communications
Director : Wakana Suzuki
DOP : Tetsuya Kondo
Producer : Mariko Tsutsumi
Executive Producer : Ken Hagen Takenaka
Production Manager : Eriko Amari
Gaffer : Satoshi Mizoguchi
1st AC : Elly Nakajima
Production Coordinator : Ichiro Mizutani
Production Service Company : Flatpack Films
Service Producer . Zita Kisgergely
Production Manager: Virág Varga
Location Manager . Fanni Verbovszki
Production Coordinator: Krisztina Tóth
PA: Gergő Gálbory
Chaperone: Yuri Takeda
Art Director: Tünde Csáki

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kidsleepy's picture

I love this ad so much. The O Henry story "Gift of the Magi," so beautifully brought to life. It's quite good. I don't even need to understand the voice over. It's just beautiful. Yes I'm sentimental sometimes, STFU

Dabitch's picture

Ha! Well, I love the look of it too.

Sport's picture

That was quite the art direction, it looks almost like an anime, just a little too perfect.

Dabitch's picture

There is no such thing as "too perfect" in Art Direction!