Taco Bell
Play The Future First
Collaborating with Deutsch L.A. and director Simon McQuoid on Taco Bell 'Play the Future First', The Mill visually sets the stage for a war torn neighborhood complete with collapsed buildings, dust and smoke, and residual flames atop mounds of debris. The music escalates as a band of armed survivors run into a battlefield, surely expecting to face their enemies, but instead find a group of unperturbed young men amidst a mass of defeated robots. It turns out the group received their PlayStation 4 consoles early, thanks to the Taco Bell $5 Box, and the arriving players missed out on all of the action.
Director:
Simon McQuoid
Production Company:
Imperial Woodpecker
Agency:
Deutsch, Inc
Simon McQuoid
Production Company:
Imperial Woodpecker
Agency:
Deutsch, Inc
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The Mill's Nick Tayler, 2D artist, explains what it takes to create a fantasy war zone from scratch: "Fusing old world Czech architecture with the aftermath of an intense robot war was a fantastic challenge for us and really allowed us to make use of the full range of our team's abilities-from concept art and look development, to modeling, lighting and compositing."
"Our design teams were entrusted with designing an entire robot army and showing how it was defeated. We embraced the challenge and incredible detail from early concept all the way up to final composition," says lead 3D artist Gawain Liddiard.
This required taking an inventive (and efficient) approach to realize the immersive world of chaos that is 'Play the Future First'. Liddiard says: "The Mill team utilized many of their latest 3D asset pipeline tools to cash out geometry and get render and set-up times down to a minimum. This was well integrated with layers of projected matte paintings and 2D elements to rapidly build expansive scenes."
CreditsCredits
Agency
Agency: Deutsch, Inc.
Producer: Alison McMahon
Creative Directors: Jason Karley, Josh DiMarcantonio, Brett Craig
Creatives: Gordy Sang, Brian Siedband
Account Director: Amanda Rantuccio
Production
Production Company: Imperial Woodpecker
Director: Simon McQuoid
Executive Producer: Doug Halbert
Producer: Anita Wetterstedt
Editorial
Editing Company: Cut & Run
Editor: Steve Gandolfini
VFX & Design
VFX & Design: The Mill
Executive Producers: Sue Troyan, LaRue Anderson
VFX Producer: Adam Reeb
Shoot Supervisor: James Allen
2D Lead Artist: James Allen
3D Lead Artist: Gawain Liddiard
2D Artists: Nick Tayler, Jason Bergman, Joy Tiernan, Asif Haque
3D Artists: Tom Graham, Matt Bohnert, Felix Urquiza, Mike Di Nocco, Martin Rivera, Jason Jansky, Rich Shallcross, Katie Yancey, Thomas Kernan, Jacob Bergman, Chris Goodrich, Kenzie Chen, Bridget Warrington, Sean Durnan, Hartwell Durfor, Jacob Bergman, Chris Goodrich, Benoit Gielly, Andreas Graichen, Krystal Eua, Long Ou You, Marc Gabanna, Peggy Chung
Assist: Asif Haque
Matte Painting: Thom Price, Gawain Liddiard, Shannan Burkley, Daniel Thron
Production Coordinator: Benjamin Sposato
Colour
Colour: The Mill
Colourist: Adam Scott
Colourist: Adam Scott