Mother London Taps 1stAveMachine’s Asif Mian for Surreal Castello Metaphor

Award-winning 1stAveMachine Director Asif Mian aligns with creative agency Mother London for Castello “Creamy White,” a captivating spot for Arla Foods, that smartly features innovative in-camera practical effects.

Helmed by Mian, the piece opens to an elegant dining room with Castello Creamy White placed center stage alongside an array of delicious accompanying foods. A breeze gently swings the window frame into a chair, which instead of tipping or falling, softens upon impact. The room comes to life as a chain reaction of unexpectedly supple objects move into each other, revealing them to be as soft as Castello’s Creamy White cheese.

Mian’s vision for the spot was driven by his fine arts training as a sculptor. After weeks of research and development together with the production design team, they discovered the right combination of silicones, polymers, rubbers, and plastics to create these seemingly solid props. The flexible materials were then scenically painted to emulate the hard materials. Once on set, these ‘soft’ props were carefully rigged and then puppeteered off-camera by the highly experienced special effects team at 1stAveMachine’s UK partner, Fieldtrip.

Mian chose fluid and effortless camera movement, along with high-speed filming, to heighten the softening effect. The result is an ambitious and engrossing spot that places Castello Creamy White at the center of a deliciously soft world.

“Creamy White” follows a series of visually dynamic brand projects from 1stAveMachine, including a trio of widely praised, nostalgic spots for Gatorade featuring Michael Jordan and an energetic stop-motion spot for Frooti’s rebrand.




Client: Castello and Arla Foods
Title: “Creamy White”

Agency: Mother
Executive Creative Director: Ana Balarin
Executive Creative Director: Hermeti Balarin
Creative: Caio Giannella
Creative: Diego Oliviera
Mother: Hannah Banfield
Producer: Anna Murray
Executive Producer: Michael Adamo,
Producer: Dan Cleland
DOP: Martin Hill

Production: Fieldtrip
Director: Asif Mian (1stAvenue Machine)

Post Production: Fieldtrip

Sound: Wave Studios

About 1stAveMachine:

1stAveMachine is a mixed media production company and storytelling outfit. They create video, digital, and experimental content for TV, print, web, and mobile, all with a unified singular vision. They have won numerous awards since their formation, including numerous Gold, Silver, and Bronze Cannes Lions, AICP, One Show, and ANDY awards, and many others. Their work has been featured across the globe and during the Super Bowl.

About Fieldtrip:

Welcome to Fieldtrip! We are led by a diverse array of award-winning directorial talent, all of whom have one thing in common, the ability to work across disciplines to create content with impact and style. We are located in the heart of London’s Soho with a superb production team and first class design and animation studio here to serve our clients.

Fieldtrip is headed up by Executive Producer Michael Adamo. Well-known in the industry both in the UK and internationally, Michael previously worked at Passion Pictures as Executive Producer.