MAM

Supari Studios creates launch campaign for CRED

Watch Jim Sarbh showcase CRED’s features in this quirky new launch video

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India: Supari Studios, the award-winning content studio invites you to watch the quirkiest explainer video to hit our screens yet - the launch campaign of the members-only platform CRED that allows users to manage their credit card payments from one place.

Founded by Freecharge Co-founder, Kunal Shah, the team at CRED was eager to push creative boundaries; their brief to Supari Studios simply being, “Make this the best fu**ing film you’ve made”. The concept behind the launch film was to bring to life CRED's several attributes and uniqueness, in the form of a quirky and engaging explainer video using a protagonist who is both charming and funny.

Jim Sarbh, portrayed as a typical CRED member- young, tech-savvy and sophisticatedly worldly, chronicles the many attributes of CRED in an unassuming yet humorous manner that keeps the infotainment gripping from the start. Directed by Supari Studios’ Co-founder and CCO, Akshat Gupt, the film is set in a studio that emulates life, with its narrative flowing seamlessly through very specific camera movements and transitions, serving as the hook of the film and holding it together.

Here is a link to the launch film:

Akshat Gupt, Co-founder and CCO, Supari Studios, and Director of the film on the launch campaign says “When CRED approached us to create this launch film, their ask was simple: ‘Make this the best fu**ing film you’ve made’. Keeping that in mind, I really wanted to experiment and do something we’ve not pulled off before. This was an introduction to the brand; whose character Jim embodies perfectly. Cool, suave and confident. That’s exactly why we needed someone like Jim who could pull off explaining the brand’s features while really keeping you glued.

In terms of production, we challenged ourselves and wanted to do a couple of long one- takes. We put significant effort into the production process and did several things in-camera itself rather than in post - used single-takes where we felt it could really elevate the script and narrative, rigged every light from the main source down to the smallest practical and timed them, allowing transitions from one set to another to be as smooth as possible. For one sequence, we even built a custom circular turntable that could hold Jim and our camera in position, while they transitioned between different setups - from a theatre to backstage with DIVINE, in a single take.

We had a free reign in terms of length as well, and since all features had to be showcased, we indulged ourselves with a run time of over three minutes! It’s been a unique experience shooting this one. After the 20th take, when all the elements of the camera, acting and direction came together perfectly, it felt poetic.”

CREDIT LIST:

Produced by Supari Studios

Client: CRED

Creative Team (CRED): Neelaksh Mathur

Director: Akshat Gupt

Executive Producer: Mitali Sharma

DOP: Siddharth Vasani

Creative Producer: Richa Rungta

Lead Producer: Nitika Kanodia

Line Producer: Sumit Gyanchandaney

Chief AD: Kelvin Mendonca

2nd AD/DA: Ladasha Kapse

Production Managers: Himank Gupta, Sagar Ghatalia

Project Intern: Suchi Dembla

Production Interns: Kamna Gurnasinghani, Rohan Aggarwal

Production Designers: Kalyani Shah & Nikita Rana (Craftsworth Designs)

Art Assistants: Fagun Parikh, Vidhi Jain

1st AC: Raju

Gaffer: Umesh

Focus Puller: Gagandeep Bawa

Camera Intern: Sahil Shah

Intelligent Lights Operator: Prathamesh

Onset sound recordist: Maxie Mendonca

BTS: Karan Sharma

Stylist (Jim Sarbh): Tanya Vora

Hair & Makeup (Jim Sarbh): Priya Lahon

Stylist (Divine + Secondary Cast): Naomi Chowdary

Hair & Makeup (Divine + Secondary Cast): Areej Shaikh

Offline Edit: Gaurav Joshi

Graphic Design: Riffat Aga

Animation: Pratik Satam

VFX: Ajay Roshan Singh, Divya Luthra, Shri Ranjan Rath

Colorist: Avinash Shukla (After Studios)

Music Composition & Mix: Donn Bhat

Camera Equipment: RD Equipments

Light Equipment: One Stop Services, Light Craft

Spot Boys: Ilyas Bhai, Baba Bhai, Iqbal Bhai, Umesh

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