Monsta’s box of tricks for Luft Logistics

Really great copywriting and a friendly hand-made feel make this spot for Luft Logistics by Brazilian collective Monsta one of the most enjoyable commercials I’ve seen in a while. Like their previous spot for Luft, this one takes us on a whirl-wind ride through the reasons behind a scientific measurement that has it’s origins routed in some really basic and seemingly ridiculous history. The whole thing has the feeling of one of those “Did you know?” historical / factual books I read as a kid (some time in the early 1800s).

I love the fact that this spot all lives in its own space (a packing box), and the jerky, sticky-back tape feel of the motion is really endearing. I’m not in love with the heavy spot-lighting, but it does its job nicely of pulling our attention from one place to the next.

Monsta looked after art direction, illustration, filming (all done in one take) and post. The whole project took around 2 months to complete. Post was completed using AE, Poser and Cinema 4D.

Oh, and thanks to Boca for translation services. Cachaça are on me ; )

Client: Luft Logistics
Agency: Dm9DDB
Script:Fabio Straccia
Directorial Studio: Monsta Brazil
Direction: Felipe Vellasco, Pedro Gravena and Mario Clear
Art direction: Felipe Vellasco and Pedro Gravena
Illustrations: Marco Loschiavo e Pedro Gravena.

About the author

Simon Robson

Live in London with my girlfriend Emma. Animation director with Nexus Productions. Moving to Sydney for a while in October. Likes: anything that dings my creative dong, sushi, spongebob, crap Saturday evening TV, White chocolate, Muai Thai. Dislikes: Plagirism, PNAC, cleaning up my cats' sick.



You were a kid in the 1800s? (jk)

I actually had to watch this a couple of times to really appreciate it. At first, the spotlight really bothered me, and as someone else already noticed, that’s the left thumb. But the light resolved its purpose in the end, and I liked how the script intimated that playfulness between child and adult, with the incessant ‘why’s that kids ask. And of course the diorama was nicely done – especially with the addition of tiny animated elements. Brings me back to elementary school and my shoddy attempt a Ben Franklin diorama narrative with moving kite.

In the end, the combination of digital and analog elements seemed to work well together, and more importantly, the narrative was great.

Nice work.

Simon Robson

> You were a kid in the 1800s?
I think I’m the oldest m’ographer authors, so it’s kind of a running joke. More like the 70s to be truthful!


70s here too – ugh.

Andrew Cornett

I love the concept. Cool story, made me smile :)

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