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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
THE ARNOTT’S SHAPES COLOSSEUM TVC AND ‘MAKING OF’ ARE ON THE LAB DVD ENCLOSED IN THIS ISSUE. and only 21 seconds to tell it, as time had to be left for the signature zoom out of the biscuit, pack shot and other classic Arnott’s require- ments. This meant they had to be incredibly creative, both with the action and logistics. With the animatic forming the basis for the CG pre-vis, crude 3D objects and camera positions were established along with moves, tim- ing, angles and framing. These were reviewed with both the client and agency to determine priorities and importance for each shot. The Lab Sydney’s 3D team then locked off the angles, timing and animation. After viewing any final story changes major emphasis was placed on the ‘slicing’ that the lead character ‘Antonio’ does throughout most of the commer- cial. The team also had to make sure that the flow still worked if they removed any of the shots mak- ing it a very involved process. Arnott’s placed an enormous amount of importance in the main character. Many versions of Antonio were presented to both client and agency, each different in terms of mood, feel and ‘buff-ness’. Every version was tested in focus groups to see which had the most appeal to the housewife target audience. The overall design process took four weeks, during which time the designs of Antonio’s character, the Colosseum and all the vegetables were agreed and handed to the modelers. The 3D team then creat- ed and textured the 3D geometry, painting in subtle detail to achieve their final look. This was a very complex project that needed both a design eye and an animator’s eye to make it work in 3D. As both Arnott’s and George Patterson Y&R insisted on the TVC having a professional CG look, the Lab decided to go for a style similar to that used so success- fully by Pixar Studios for the ‘Incredibles’ The team worked very hard to achieve this, including Lab animation TD, Tim Macintosh, working up a crowd system to populate the Colosseum. Once the models, rigs and pre-vis were confirmed, all the shots went on-line and the team brought the cameras into each scene and began key framing the animation. After animation, the team went into ren- dering, combining the cameras, lighting, textures and animation to create the perfect look and feel. This was very involved and took two weeks to perfect, with Marc working very closely with the light- ing department to sign off each scene. At times, 18 separate passes were generated in order to give full control at the compositing stage. With the whole team in full swing, The Lab’s 3D artists worked with all of the tools at their disposal: Maya for the 3D modeling and animation, Mental Ray for rendering, Inferno for compositing, Asset, the Lab Sydney’s proprietary software for the pipeline and asset management, Photoshop for texturing and design, and After Effects to create the depth of field in the final image. For this Shapes commercial the main tag was ‘Flavour you can see’, with vegetables being sliced into shapes, the crowd cheering and the Colosseum itself all fighting and conquering the taste for Shapes. The soundtrack used was based on ‘Figaro’ recorded by the Melbourne Symphony Orchestra and a classi- cally trained opera singer. With so much of the Lab’s talent involved in the 3-month project there was a great sense of pride and ownership felt by the entire team all of whom were delighted to be such an integral part of this project. Arnott’s and George Patterson Y&R allowed the Lab Sydney to have great control throughout the production and the results validated this decision. Says Marcus Eley: “The result achieved by the Lab is amazing. We are all delighted as are our audience who have reacted very positively indeed.” The Lab Sydney has a strong CG team and ‘Shapes’ is a classic exam- ple of a TVC which has benefited from the use of the full Lab long- form pipeline - traditionally used on TV Series such as Erky Perky. It was a very smooth, efficient process that produced an incredibly high quality result. Client: Arnott’s Agency: George Patterson Y&R Production Company: The Lab Sydney Animation Director: Marc Wasik
AWARD Awards 2007
September October 2007