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”.
Here is a fun way to pass some time on a Wednesday afternoon. The video below is a new indent from Smart Diseños directed by Guilherme Lepca. The animated short features archival footage from NASA, a LoFi soundtrack of Frank Sinatra’s “Fly Me to the Moon, just the right amount of effects to keep it interesting and not boring, and concept that shows off their love for science, education, and art.
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.
The video below is a behind the scenes look from Trollbäck + Company on how they produced the SVT2 Powder ID. In world full of digital effects and post production CGI work, it’s refreshing to see that this was for the most part an old school process. In the video you see that Trollbäck + Company literally through colored powder by hand through a cut out piece of foam-core. Sometimes no matter how good your digital tools are, you just can’t get the same results as shooting the real deal. This was shot at a whopping 1200 fps on a Phantom to get the super slow motion look.
“Inspired by the Holi festival of colors, our SVT2 Powder ID required us to develop our own mixtures to get the right viscosity for the dense and colorful look of our original designs. These colorful mixtures were thrown with human propulsion in a variety of scenarios; both with and without practically built “2” logos.”
One of the things the internet and sites like Vimeo have brought us is the opportunity to see film, video, and animation work that normally won’t be broadcast where you live. Case in point is another fantastic spot from Blink for Twinings Tea. Both the commercial and and the making of are below. The making of is really nice, showing process and how Blink integrated live action footage with the multi-plane paper set they built and shot. The technical aspect of this is equally as cool as the finished piece.
The two video’s below are from Blink for Peugeot. Directed by Joseph Mann, they are wonderful blend of stop motion animation and CG work. The second video is the making of which sort of shows how they made the video, and includes some tasty facts. Things like it took 48 people more than 6000 man hours to produce this 30 second spot. This has such a great look to it, and a look that wouldn’t have been the same if this had been completely done in the digital space.