3D CAMERA IN AFTER EFFECTS

Pfizer Stop Smoking Campaign

MGFX Studio have collaborated with Pfizer to produce a 30 second commercial for their Stop Smoking Campaign entitled ‘Serious Quitters.’
The commercial contains extensive use of motion graphics throughout building a 3D World but enabling a distinctive 2D look.

We see a park on a lovely Summer’s day and the usual goings on within it – a couple jogging, a man sitting on a bench and a lady laying down a picnic blanket are highlighted and zoomed in on. The voice over questions why each of the people in these close-up scenes have given up smoking. The commercial closes to reveal the man in a doctor’s surgery about to receive medical advice.

Matt Lawrence, Motion GFX at Rushes, commented, "Plunge creatives and Motion GFX developed the concept of creating an environment for the commercial completely out of digital SLR stills with live action footage "hero characters" within this world. They wanted to have the freedom to fly a camera through this environment and zoom into any live action footage they chose to. Because of this, the decision was taken early on to work at native resolution and get all the live action transferred in Telecine at 2K to allow us to do this. This put huge demands on the computers as the final build for the environment had close to 500 layers all of which were 2k or above with the grass elements reaching a massive 8K resolution! This would have taken days to render before our investment, but with the new Intel machines we were able to get approval renders out within minutes. This allowed us the freedom to be more creative and try out many more options than ever before within the time scales of the job which the client obviously loved!"

Title: "Serious Quitters"
Product: Pfizer
Agency: Ogilvy Healthcare
Director: Elliot Naftalin
Producer: Theresa Larche
Film Editor: Adam Rudd @ Final Cut
Post Facility: Rushes
Telecine: Marcus Timpson
Rushes Producer: Anthony McCaffery
VFX: Matt Lawrence, Adam Watson, Martin Goodwin
Photoshop: Matt Lawrence, Costas Charitou, Brad Le Riche, Noel Harmes
Combustion: Joe Dymond, Anthony Laranjo

1 x 30 second
3 x 10 second cutdowns

Sky Creative's Sarah Cloutier approached Rushes 3D & Motion GFX to produce a commercial promoting Sky's revamped website. The new site promotes all of it's new channels and covers news, sport & entertainment in rich content.

The job was broken down between 3D and Motion Graphics with the Maya guys tackling the 3D elements required in the three sections of the piece. In News Barack Obama spills out of his web page revealing a spinning globe, jumbo jet, city skyline, plus pound & dollar symbols. Sport has Steve Gerrard again spilling out of his page, this time bringing with him a rugby ball, footaball, Formula 1 racing car and cricket stumps. The Final section has Scarlet Johannson coming to life from the red carpet revealing a camera, with snapshots of celebrities shooting out from it as a film can spins out from her frame.

Allan Williamson modelled all these elements and then Mark Pascoe tackled the lighting and texturing using Renderman. Extra 3D elements were created by myself in Cinema 4D which included the Breaking News banner and image frames in all three sections plus the carousel on the final Sky logo reveal .

All elements were then finally composited by myself in After Effects and moving backgrounds wipes and extra polish were added to gel the whole piece together.
The final result is a "content rich" ad which reflects the vibe of the website.

Title: "Sky.com Believe in Better"
Product:3 x 10sec and 1 x 30 Sec. commercials
Agency: Sky Creative
Producer: Sarah Cloutier
Post Facility: Rushes
Rushes Producer: Warwick Hewett
Maya: Mark Pascoe, Alan Williamson
After Effects: Matt Lawrence
Cinema 4D: Matt Lawrence