Get dukan - Case study


To promote the brand with an international look and feel.

Communicating language

Humor. The idea was to promote the brand and its services through humor as a tool.

Project designing

Once the campaign vision is understood, the design of the project is crucial in portraying the emotions and the story, thus the division among departments.

Mood board, Art and properties

Choosing the color palette.

For Dukan, they have used primary colors- red, yellow, and their corresponding colors, to showcase the brand’s identity. Using similar colors is the first job. In the design, thus we incorporate these colors and their analogous partners in the space we take as well as in the props that are used in the film. A firm design principle based on the colors and properties is decided according to the needs of the storytelling.

We further use this chart to decide on the later part of the film and the other departments.


As the language here is humor, we usually focus on the shapes of people we select. That’s where the communication for humor happens most of the time. In the family film for Dukan, you may notice the combination of the people to be extremely awkward and comically placed.

In the airport film, you may notice the boy and the airport staff having comical faces, almost as if they are from a cartoon. This uplifts their identity, so that we get the effect of humor right
away as we perceive them, styling and costume come in support.

costume & styling

This department primarily deals with uplifting the characters’ look and feel when it comes to storytelling, while choosing accessories and costumes here, we adhere to the mood board and color palette designed under the first phase. And especially when the genre is humor, we use a lot of complimentary ideas for costumes, and accessories to hair styling that could be  implemented to communicate the story.

If you look at the family film for Dukan, the children have a very peculiar hairstyle and accessories that uplifts the comical feel to it. The same goes for the airport film as well. You may notice the boy’s hairstyle, pecky specs and mannerisms of course.

Lighting and camera movements

Now the most important part of a film is its lighting, composition and camera movements. So the colors, cast, and styling combined with lighting and compositions are what give the film a
national or regional look as desired.

As we planned the screenplay, the visual language of the AD was to use more steady shots to focus more on the acting other than being conscious of the camera movements. Frames were planned according to the treatment of the ad to add a little layer of humor and absurdity because the mode of communicating the idea was humor. To bring an international look the lighting was planned more in a cinematic way to break the conventional high-key lighting for advertisements.

Music and sound design

A film is an audiovisual union. Storytelling is only complete when the soundscapes align with the idea of visual portrayal. As humor is the language we have used for Dukan, to give an absurd feel we used a Chinese soundscape and an absurd sound design altogether. For the family film, you may notice how it uplifts the whole scene as well.

For the airport film, we used a piece of different music and sound design to uplift the scene, even though both portray humor in different ways.

edit & di

Edit is where a film is born, and we give a lot of importance to bringing out the best cuts that convey the story. Here you may notice that to show the absurd humor the build was given in a different direction and the end is revealed to be an entirely different one. DI is where the colors are brought into life, and for the family film, we didn’t want to push the colors too much into contrast, so we gave it a neutral approach, this also portrays the look and feel of the project design. Whereas in the airport film we used a more contrasting approach that serves the need.

Dukan – home

dukan – airport

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