Dentsu Tokyo’s campaign for Shaddy sees a poor young couple discover that true love is priceless

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Shaddy.jpgDentsu Tokyo has created a heart-warming story for Japanese gift and lifestyle retailer, Shaddy, about a young couple’s quest to show their love through gifts. Shot in Hungary, the campaign is adapted from O.Henry’s short story, The Gift of the Magi.

Shaddy 2.jpgDirected in collaboration between Dokuwa Communications and Taiyo Kikaku, with production services provided by Flatpack Films, the film follows a poor, young couple who sacrifice their most prized possessions for love. Early on, we see them gazing longingly at a shop window display filled with items they can’t afford. Driven by the desire to give the other a token of their love, each decides to make a sacrifice. At the film’s climax, the girl reveals that she sold her luscious locks to buy her partner a chain for his watch. He then reveals that he sold the watch to buy her a comb. The couple laugh at the irony and, recognising the mutual lengths they would go to for each other, embrace.

Shaddy3.jpgHungary-based production service veterans, Flatpack Films, worked closely with Japanese production company, Taiyo Kikaku, and Hamburg-based production company, Dokuwa Communications, to deliver the shoot. The charming city of Esztergom was chosen for its beautiful historical architecture and for its picturesque island in the middle of the Danube river, which is displayed in all its glory in the emotional final scene. 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.”

Credits:

Creative Director: On Gunji

Account Manager: Naofumi Mura

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

1st AD HU: Tamás Vass

2nd AD HU: Hajnai Vajay

Steadycam DOP: Tamás Hámori

1st Assistant Camera: Tamás Németh

2nd Assistant Camera: Ákos Szathmáry

DIT: Tamás Lippich

Video: Máté Oláh

Sound: Csaba Major

Best Boy: Márton Tamus

Electrician 2: Ádám Buruncz

Electrician 3: Sándor Csali

Electrician 4: Tibor Zoltán Kovács

Electrician 5: Tamás Tóth

Key Grip: Norbert Csontos

Grip 1: András Pozsár

Grip 2: Sándor Barta

Grip 3: István Mohácsi

Set Decorator: Tamás Tamási

Stand-by Props: Zoltán Hardi

Stand-by Props: Béla Blazsej

Construction: Gábor Kovács

Construction Standby: Katalin Kompár

Construction Standby: János Pásztor

SFX: Ferenc Deák

SFX Technician: Ferenc Deák Ifj.

SFX Technician: Attila Benya

Wardrobe Stylist: Blanka Haraszti

Dresser 1: Elliot Parker

Dresser 2: Fanni Molnár

Makeup artist: Petra Kovács

Hair stylist: Viktor Nagy

Hair stylist assistant: Zoltán Tóth

Crowd Supervisor: Zsombor Ágoston

Casting: Ralph Berkin

Casting coordinator: Dániel Timon

Crowd Marshall: Péter Mátyassy

com Location Security: Gyuri Márki

Transport: Zsolt Somogyi

Head of Unit: József Mach

Unit: Balász Dénes

Unit: Csaba Kiss