Create a fully CG dystopian world and an arrow wielding heroine from scratch, in one month. This was the endeavor The Mill undertook to create 'Accuracy.' From the concept, worked over with BBDO, to the shooting of live action elements and creating the CG environment's moving parts, down to the design of the arrows, the artists poured their creativity and talent into every corner of each frame.
Director, Adam Grint "This was a fun spot to be a part of - it was an all hands on deck affair and an entirely Mill production from start to finish which is something to be proud of. We prevized the spot and used a techno dolly to get to those positions quickly on set. It was a bit of a military operation in terms of the shoot, as was the CG and comping side which was pretty tight."
The heavy and ultra modern feel was discussed and designed in great detail. Designer and director Bowe King on the spot "This is exactly the type of job I love to bring to life. We saw the potential for a piece that would have a strong cinematic look, an evocative narrative, a unique sci-fi style and if executed well a slick production value. We worked with one of the leading concept artists in the industry to design the environment from the tiniest minutia of the fan blades to the grandiosity of the industrial complex. Simultaneously we had a talented costume artist who created a custom suit of industrial futuristic armor for our heroine, with every inch of detail thought out."
On our collaboration with BBDO, producer, Jared Yeater "Great creative direction and execution starts with a great concept. The BBDO team gave us such a wonderful starting place with the "Accuracy" board. From that point the Mill team took immense care in developing a story, a space, and a character worthy of the Wrigley's 5 campaign. We're proud of this spot having been produced and led out of The Mill. And let's be honest, she looks badass shooting that bow and arrow."