Most people never realize just how much work goes into producing a TV commercial. For the most part what we see, if we are fast-forwarding over them, is the fifteen-second edit of the original sixty-second spot. They whiz by in a blip sandwiched between other ads that blend into a seamless stream of no one paying attention. But occasionally someone posts a video showing how things get done.
Have you ever wondered how they match the 3D animations to live action footage? Blend shots together? What the total production of a video looks like? The video below for Canal+ shows you. No it doesn’t go into any lengthy detailed VFX breakdown, but it does give you a pretty solid idea of what it took to produce the promotional spot titled “The Kitchen”.
First a disclaimer. I have not seen the movie Deadpool and probably won’t. That doesn’t mean that I can’t be impressed with the VFX in the film. Take a look at the VFX breakdown below and you’ll understand why. There is so much computer graphics, and post work going on that it makes you ask, is this a live action movie, or an animation featuring some live characters in the scenes? The movie might have been bad (this is what my friends have told me so don’t get mad at me), but the VFX are pretty damn spectacular.
“Deadpool” marks the beginning of a new era for superhero films, and one sequence in particular was key to setting the tone. This is an in-depth VFX breakdown reel showcasing the behind-the-scenes efforts by the Atomic Fiction team. The work involved creating computer generated characters, vehicles, and an entire urban environment, for the thrilling car chase that kicks off this new franchise!
Special thanks to Tim Miller, Jonathan Rothbart, our friends at Blur, and 20th Century Fox for the opportunity to contribute to these sequences.
Music Credit: Deadpool (Original Motion Picture Soundtrack)
When your Remy Martin, and your Louis XIII cognac costs around $3500.00 a bottle, you can afford to pull out the big boy budget for your next ad. This spot for was produced for Fred & Farid for Remy Martin, and trust me it probably cost a small fortune to produce. You have a big name star, a ton of VFX and post work happening here, and an end product that is top notch. Now go out and buy a bottle of Louis XIII so Remy Martin can pay for this.
Agency: Fred & Farid
Producer : Gaspard Chevance
Director: Robert Rodriguez
Director of Production: Fabrice Damolini
Studio VFX : Benoît Holl
VFX Supervisor: Stéphane Allender
VFX Production: Christophe Huchet
CG: Thomas Mouraille
Modeling: Sébastien Haure, Kadeg Boucher
Rotoscope: Florian Sanchez
Compositing: Sergeï Lourié, Jeanne Loyer, Loïc Caer
Lighting: Thibaud Floutier
General: Corentin Provost, Rida Simmou, Guillaume Gaussuron
Matte Painting: Thomas Mouraille, Benjamin Bardou
After Effects: Quentin Letout, Maxime Cordier
Etalonnage: Magali Léonard
Coordination VFX: Nicolas Huguet
Datalab: Nicolas Daniel, JeanMartin Mossu, Léa Latassa, Pauline Royo, Elodie Doudoux
Most of the time when you see a well produced TV spot, you don’t think about what it takes to pull it off. The visuals are engaging and you are entertained for 30 seconds and you move on. Recently Motel 6 launched a new spot “Room to Room”. The live action spot is deceptively complex, the previsualization video showing the making of shows just how complex, and how well thought out this spot is. The blend of Live action and post VFX work is really well done, and goes to show how much went into the production of this spot for Motel 6’s 50th anniversary. Directed by King & Country the spot was designed to highlight renovations without appearing to intrusive to guests. To pull it off King & Country uses a series of “in-the-nick-of-time’ gags” to keep things visually interesting and engaging. The characters are oblivious to the changes as the camera catches them happening right before they interact with the rooms, so we don’t give the impression that renovations are ongoing. This shows off all that a full-service studio does, from concepting and planning, directing and editorial, to animation, VFX and finishing.
I don’t post music video stuff very often. Music videos get a ton of exposure and mostly people are interested in the band and not what it took to put the video together. The video below from Fast Romantics is an exception. Taking quite possibly is Fred Astaire’s most famous dance scene (1951’s Royal Wedding) where Astaire dances on the walls and ceiling of his hotel room, director Matthew Angus seamlessly blends the original footage with the new shots. If you haven’t seen the original sequence, I have added it below as well. This is absolutely fantastic.
This spot for Firefox cold have been done with 3D animation and other CGI tricks but it wasn’t. There is something very refreshing about the number of spots I am seeing that are live action shoots enhanced with some rock solid post work. The two videos below show the finished piece by Vallée Duhamel and the making of video, which shows just how much hand work went into the crafting of this 60 second spot.
The video below from Bungalow was produced for Arper and Lievore, Altherr, Molina to introduce their new office chair Arper. It is a really solid blend of live action, and CG work married to a solid script and some great sound design work. If you have headphones, put them on and give this a listen. Then watch the video. I say that because the sound design work is so subtle, and yet such a key component of the finished piece. When I first watched this, I didn’t really pay that much attention to the audio taking place behind the voice over, and the soundtrack. On the second, third and fourth viewing it really sank in, and that is what makes this video. Yes all the production work is rock solid but that subtle effective sound work just seals the deal for me. I love the look, pace, and VFX work, but without the background audio this just wouldn’t be the same.
Art Direction: Bungalow
Animation & Motion Graphics: Bungalow, Fabio Medrano
Sound FX: Newton Audio
Production Co: Bungalow