After two months of intensive preparations, we can finally stretch out on the couch and watch our latest TV commerical for the client Cetina. A project that we will remember for a long time, not only because of the concept and the stunning video and audio materials we recorded, but also because of the incredible challenges that Dinara brought us.
A mountain that does not forgive improvisation.
From the very beginning, we knew that we were in for a demanding shooting producion, but no one could have prepared us for the flexibility and speed of reaction that Dinara demanded of us. For this very reason, we decided to share this little sneak peak of the campaign development, but also the filming of its flagship TVC.
Every small detail — from logistics, equipment, to the safety of the team — had to be carefully planned.
And all that preparation meant nothing… because when Dinara says: “I’m not photogenic from this side,” you gather all the equipment and start over.
About the campaign
The initial challenging factor for the “Nature’s most beautiful story” campaign was that it had to be an extension of the existing awareness campaign, but with a clearly defined need for a fresh approach.
Cetina natural mineral water, like the rest of the industry, faces challenges arising from the specifics of the market. Perhaps the most important is the saturation of the market, i.e. the fact that Cetina must stand out in an environment in which consumers receive a large number of identical messages from brands with similar products on a daily basis. In such context, differentiation becomes key: it is necessary to authentically tell the story of it’s origin and values of Cetina. To build an emotional connection with consumers who are increasingly demanding and well informed.
The third challenge was to convincingly connect the brand with nature and sustainability. The campaign seeks to expand the current narrative about water from the nature park and further emphasize the universal values of purity, quality and harmony with nature that are inseparable from Cetina. However, in practice this is challenging because consumers often perceive such messages as generic or inauthentic, especially if they are not accompanied by concrete examples and visualizations that truly convey the untouched beauty of the Cetina and its surroundings.
The fourth challenge arose from the production work. Due to the focus and importance of conveying to customers the richness and vastness of Dinara, the TVC had to be filmed at a location near the water pumping station itself and in parts of the nature park that are not easily accessible. In addition to the natural (in)accessibility and weather conditions on the mountain, an extra challenge was the fact that there is a training ground for domestic and international military exercises nearby.
ASMR creative solution
The continuation of the campaign “Nature’s most beautiful story” was designed with a shift in the communication narrative. The previous focus on local origin and nature conservation was upgraded by positioning it towards a broader and more universal concept, a direction that places Dinara at the center as the best ambassador of nature and the inner peace it brings us. The subtext of the campaign had to communicate not only information about the product, but also emphasize the authenticity of the untouched nature from which it comes.
The television spot was designed as a visual and auditory experience that introduces viewers to the authentic atmosphere of Dinara. The spot follows two protagonists, a man and a woman, during the ascent, but their appearance here is only a motif, while the role of the catalyst of the action is taken by sounds.
Specifically, the focus of the campaign is authentic ASMR sounds recorded on the location itself, in the untouched wilderness of Dinara. Although subtle and seemingly simple, they carry a strong emotional and physiological effect. Their function in the video is not only figurative, but also psychological: in a world flooded with stimuli and constant noise, these sounds bring attention back to the primal and real. They remind us of a sense of presence, belonging and connection with nature.
The main characters of this campaign are no longer actors, but become birdsong, the breeze, the crunch of twigs, the rustling of grass, etc. The narration is minimal, almost non-existent, all in order to provide viewers with an authentic experience.
By saying less, we told more.
Production
A special challenge when filming the TVC was the location itself. Since we are talking about the authenticity of the location, it was inevitable to record video and audio content in the Dinara Nature Park. Of course, the locations that best show the grandeur and uniqueness of the highest Croatian mountain are also very difficult to access.
Just some of the challenges that gave us headaches;
- Forecast
Dinara is known for its extremely variable and unpredictable weather due to its geographical location and altitude. Even in the summer months and within a single day, sudden storms and sudden drops in temperature, intense rain and strong winds are possible. No matter how much you plan for ideal weather conditions, the situation can change at any moment.
- Location
Dinara is known for its extremely variable and unpredictable weather due to its geographical location and altitude. Even in the summer months and within a single day, sudden storms and sudden drops in temperature, intense rain and strong winds are possible. No matter how much you plan for ideal weather conditions, the situation can change at any moment.
- Army
Croatian Army members are conducting military exercises on Dinara, including international activities under the auspices of NATO. Yes, you guessed it, the international exercises were taking place exactly at the time when our filming was planned, which meant that the movement was not only limited, but completely prohibited. Not for a few days, but for 2 months. The exercise plan is, of course, not available to the public, which means that you get information sparingly, at the last minute, and that all activities and the team must be on standby.
- Production team size and flexibility
Since this is a video production with a focus on a cinematic experience, a certain number of people within the team was inevitable, but all the above conditions do not allow you to do that. Each additional person, camera and piece of equipment potentially requires an additional vehicle or an additional hour of driving to the location – which you do not have the space and time for. The only solution then is the flexibility and quick reaction of the team, which is often difficult to implement due to other business and personal obligations.
- Technical conditions
Nothing was filmed in a studio under controlled conditions. The wind is blowing harder that day and the drone can’t take off? Can’t get a signal on the mountain that was supposed to be your key visual? An actor can’t open his teary eyes after a whole day of shooting in the sun? Is the SUV stuck in the mud? The location on the layout is no longer suitable because it has changed since the last day you visited it? These are all challenges of shooting in nature.
- Greenery
For the needs of the television spot, we wanted to capture the greenery on Dinara. The first problem is that due to the weather conditions, we could only expect this greenery during the end of April and the beginning of May. Let’s not forget that in that short period, the forecast, the accessibility of the location due to military exercises, and the flexibility of the production team had to “coincide”.
This shoot could be reduced to two words – flexibility and speed. For which we absolutely have to thank the Vertigo team behind the spot, and the client Cetina for the trust they placed in us when creating the campaign and their patience during production.
