The Mill teamed up with Wieden+Kennedy (Portland) and Director Jeff Nichols of Rattling Stick to deliver the emotional ‘Strong’ for P&G, the latest in the brand’s impactful six-year 'Thank You, Mom' campaign for the 2016 Olympic games in Rio.
Words of encouragement from moms all around the world echo throughout the film, giving the athletes the strength they need in that critical moment.
Artists at The Mill enhanced the environments by populating stadiums with crowds using Massive, creating a CG tornado and a CG plane wing.
The shoot took place over the course of a month and a half, filming all around the world including Uruguay, Romania, Germany and China. Mill artists faced technical achievements including crowd replacements, building out the stadium shot in Uruguay and making sure it appeared as if it were in Rio.
Executive Creative Director Phil Crowe of The Mill comments, “Having worked on P&G’s previous Olympics campaign in ‘Best Job’, it was wonderful to collaborate again with Wieden+Kennedy and [EP] Erika Madison. We also got to work with Jeff Nichols, our brilliant director, continuing our longstanding relationship with Rattling Stick.
“When it came to post, it was a dual attack: I looked after the shoot to ensure we could execute the crowds and stadium with all of the effects we needed to create, and our 2D and 3D Lead Artists, Glyn and Nick, led the team of artists once the spot came back to The Mill.”