Old Spice collaborated with the creative's at Weiden + Kennedy and The Mill LA to produce five entertaining spots featuring Greg Jennings of the Green Bay Packers. The resilient and impressive athlete handles every challenge by simply believing in him"SMELF".
'Bed' was filmed at a local high school football field with a small single structure for the stadium.
Director:
Ulf Johansson
Production Company:
Smith & Jones Films, Inc.
Agency:
Wieden & Kennedy
The Mill digitally transformed this simple location into the Packers home stadium, Lambeau Field. The team completely recreated the huge stadium from scratch and populated it with tens of thousands of Packers fans utilizing massive software. To achieve the epic scale of a real NFL game, the Flame artists utilized the camera tracks the CG Team had exported, populating the sidelines with all of the necessary press photographers, coaches and officials.
The floating bed-effect was created by mounting the bed on a golf cart and then driving it around the field. Needing to recreate the underside of the bed, the team tracked a clean section of field to the existing plate and re-projected shadows as if were shot in camera.
The final Old Spice pack shots were recreated and enhanced - work that included replacing all of the labels and adding suds to the packs as well as additional lighting and shadow work.
In the end the Zen strength of Greg Jennings not only inspires, but also offers a solution for those that perspire.
Agency: Wieden & Kennedy
Production Company: Smith & Jones Films, Inc.
Director: Ulf Johansson
Executive Producer: Philippa Smith
Director of Photography: Andrzej Sekula
Line Producer: Megan Moore
VFX & Design: The Mill
Executive Producer: Sue Troyan
VFX Producer: Adam Reeb
Shoot Supervisor: Chris Knight
2D Lead Artist: Tim Davies
2D Artists: Andy Bate, Ben Smith, Trent Shumway
3D Artists: Justin Wentz, Thomas Briggs, Matthew Longwell, Martin Rivera, Kenzie Chen, Jason Jansky, Natalie Eagan, Matt Bohnert
Coordinator: Gabriel Libitsky