The ad takes place in Brussels, Belgium, reimagined in kirigami form – an origami technique that includes the intricate cutting of paper. MJZ built a real laser-cut structure that was shot on set and brought back to The Mill for the VFX artists to use as reference. They then extended the background from the original shots using CG. 

Shoot Supervisor and Lead 2D Artist Chris Knight comments: “We focused on building and enhancing the miniature world so as not to take the realism out of the spot, preserving a handmade feel. We lit the scene, added texture to the roads and created a flock of birds which served as a visual cue for our transitions between shots. Just before the white paper world switches to the real world, we applied a very shallow depth of field to defocus the lens and really enhance the miniature nature of the town."