by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
POST PR OD UCT ION Optus ‘Moi’ (M&C Saatchi, Sydney) Wrigley’s ‘Blast’ (DDB Sydney) V ‘Tortoise Lifeguard’ (Clemenger BBDO, Sydney) BMW ‘Hydrogen’ (GSD&M Idea City, Austin USA) Fuel: Enjoying the big VFXchallenges This last year continues to see Fuel deliver outstanding character animation and visual effects work in TVCs. The return of both the Wrigley’s toy characters and the Optus menagerie of CG animals, along with other creatively unique TVCs have alowed Fuel to consolidate the company’s reputation for high-end animation. As the amazingly realistic, yet comi- cally e xaggerat ed ‘cri tters’ of the Optus TVCs demonstrate, an imal char acter a nimat ion is no longer confined to break fast cer eals and adver tising specifically aim ed at children. These 100% CG charac- ters take centre stage in br anding Optus, a company wh ose business is all about advancing technology. Working closely with cr eators of software vendors like ‘Shave and a Haircut ’, whi ch can g ener at e advanced fur e ffects, Fuel was able to create a sophisticated and engag- ing look and feel to the an imal characters which are so valuable to the Optus brand. Seamless interact ion with live- action environments is another hall- mark of Fuel’s CG animation. The mischievous Wrigley’s ch aracters, which can only be chased awa y by the freshness of the gum, were built in 3D to replicate the textur e and lumi nos ity of modern polymers used in designer toys. The seamless integration of the Wrigley’s charac- 62 CAMP AI GN B RIEF ter into e ach scene b rings a r eal sense of authenticity t o t he s pots so-much-so that t he c ampaign’s success has generated a l arge vol- ume of requests f rom t he pu blic, adults and children alike, t o pur- chase the Wrigley’s ‘toys’. The giant tortoise c reated f or V energy drink is another great exam- ple of applying the latest technology and research to achieve t he best that visual effects has to off er. The entirely CG tortoise, although often mistaken for a prosthetic, sw ims through the ocean, runs a long th e beach and interacts with live action talent and environments. It is generally acknowledged that CG water simulations are no tori - ously difficult to c reate we ll, and this is another area wh ere Fuel i s leading the way. While the V spot required realistic water sims to inte- grate the tortoise into the surf, the BMW ‘Hydrogen’ TVC was e ntire- ly constructe d out of CG liquid simulations. ‘Hydrogen’ was finished la te la st year for the US market and was subsequently a finalist for a highly respect ed VES ( Visual Effect s Society) Award alongside VFX jug- gernauts Di gital Domai n and Framestore CFC. This recognition by the international effects commu- nity was a great achievement, espe- cially in a y ear that the technical Oscars rewar ded innovation s in fluid dynamics. Says Fuel COO Dave Kel ly: “Fuel’s achievements are only made possible by the crew and the work environment they create. Consequ- entl y we are excited to welcome Angus Wilson, experienced Flame artist, to the company along with energetic producer Celia Nicholas. These new appointments confirm Fuel’s confidence going into the future and its commitment to a cre- ative and vibrant TVC sector.” Officially celebrating eight years in the business in September this year, Fuel i s well positioned to continue to take on new visual effects chal- lenges in the TVC industry. JU L Y /AUGU ST 2 0 08
May June 2008