Commercials 30
need for speed trailer Framestore directed this full cg trailer film for EA’s Need for Speed game inhouse, with senior technical director David Mellor at the helm. The brief was to ”create a dynamic, cinematic, classic car chase where both sides, cop or racer, could outsmart each other”. Framestore’s team generated all the vehicles and environments and added dust and debris to the scenes. The animation team choreographed the shots to maintain the dynamics and weight of how the supercars - including a Koenigsegg CCX and Lamborghini Reventon - would move.
more images ONLINE For additional images from these ads, including before and after vfx shots, visit
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philips squeaky clean
Andy Hargreaves and Mark Pascoe at Rushes are responsible for the cg character design and animation on this Orlando Cubitt-directed Flynn Productions spot for DDB. The commercial, for Philips’ most powerful vacuum cleaner, shows a mouse being sucked up from under the floorboards during a springclean. Hargreaves had limited time and budget so opted to buy a basic rigged mesh of a rat and adapt it to a mouse. “The major job for me was to make the rat feel more ‘mousey’ and cute since it was quite clear that although similar, rats and mice have some major physiological differences,” he says.
Another factor in the cg character design was that the mouse had to look similar to the mouse in a print ad Philips was already running, showing a mouse stuck to the underside of the floorboards. “There was a lot of involvement in the look of the mouse as it had to look not too like a cartoon character,” explains Hargreaves. “We were given pictures of the kind of mouse they liked and there was a press campaign too, with a mouse on a poster, so that governed some of the composition and lighting too.”
A lot of the technical tasks on the commercial were taken care of by Pascoe. The biggest challenge was getting the fur right: “It was the first time we’d gone down the fur route, so it was a steep learning curve,” says Hargreaves. “A lot of time was spent making sure the fur flowed the right way across the geometry, and he [Pascoe] was also able to give the mouse a virtual shave and a haircut. This meant it had nice fleshy bits on the nose, tail and feet, with different length hairs and little tufts across the rest of his body.”
Hargreaves attended the shoot, at a residential apartment, and describes it as “one of the quickest shoots I’ve ever been on. It was shot in an empty flat being prepped for new tenants, and they even had the decorators upstairs while we were there. We started at 9.30am and were kicked out by 3pm.”
November 10 I
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