Kāpiti Ice Cream Goes Hyperreal in Commercial Directed by Anita Fontaine

Speculative artist and director Anita Fontaine at Flying Fish directs Kāpiti’s latest visual feast for their new delectable, premium range of ice creams. With creative agency Shine Limited, viewers are taken on a hyperreal sensorial stimulation across breath-taking New Zealand landscapes. 

“Dive into a sensorial adventure where art sculptures meet NZ’s landscapes, inspired by the pure flavours of Kāpiti," says Anita.

Shot in the South Island of NZ, the magnetic film consists of three key landscapes that become a canvas for mouth watering Kāpiti flavour sculptures. As we are transported deep into the consumer’s mind, each landscape paints a vivid picture of their taste journey and experience. 

Moving past the Kāpiti flavour sculptures, portals transport us into various stunning NZ landscapes. We see a leaning chocolate and hazelnut tower on a serene beach, a path of juicy passionfruit beckoning us through a forest, and a large chocolate shard covered in boysenberries on the mountain tops. 

Weaving together a combination of post production techniques, Anita creates a refreshing visual universe that feels pure and real. Using a custom compositing technique to achieve the seamless portal effect, the sculptures also add energy with their textures captured in nature and adapted into 3D.  

“My goal was to elevate the classic ice-cream commercial category by creating an adventure filled with beauty and surprise. In a world where so many realities are confined to 4 walls, this is a chance for an immersion into the expanse of Aotearoa - if not in real life then through the taste of Kāpiti," comments Anita Fontaine.

The commercial launched on February 21st and is running across main media platforms.