Martini’s latest 60-second ad follows the life of 'the richest man in the world’. The spot opens with the lead character folding and packing a suitcase with a cardboard replica of his house, car and boat and then throwing it  into the river as he then proceeds to travel the world spending his ‘wealth’. From scene to scene, he explains that 'wealth isn't measured in money, it’s measured in time, and you have no choice but to spend it well.'

The spot is fast paced and visually exciting with each vignette representing a play on time. The VFX team from The Mill treated each scene as separate small films which were then brought together as a whole to produce the final piece of work.

Creative Director Dan Williams says; "It’s a dense and visually rich film, full of playful moments that keep on giving with each viewing. Although what we delivered was very polished, we were constantly making sure everything we did kept to the ‘natural’ and effortless style that the ad was conceived and shot in.

For the forced perspective shot of the Italian Villa, we had the actor pick up a piece of card and then rebuilt and re-lit a villa photographed in Frascati and tracked and composited it on top of the original plate.

We also completely built the digital clock/installation room in CGI and Flame, working with plates shot on location. A lot of work went into giving the clock a layered glass-like effect and making sure the aesthetic worked with the in-camera feel of the rest of the spot.

For the bed scene there’s an invisible join between two separate takes of bunk beds and at the end of the shot we extended more beds in CGI to give the impression of an impossibly high construction.

It was great to collaborate with Jake Nava and AMV again on this fresh and ambitious project. Jake is a unique talent who has a fantastic vision and attention to detail, and is the perfect partner for our teams of perfectionists here at the Mill."