Infiniti
Spring Sales Event
The Mill teamed up with TBWA Chiat Day creative director Bob Rayburn and director Tom Carty to create a unique spot for Infiniti to launch their spring collection. The Infiniti 'Spring Sales Event' project was a massive undertaking for Mill that resulted in colorful fashion.
The Mill 3D team, led by artist Nick Lines, modelled and simulated CG yarn to attach to the back of the Infiniti's unraveling as they are driving.
The Mill 3D team, led by artist Nick Lines, modelled and simulated CG yarn to attach to the back of the Infiniti's unraveling as they are driving.
Director:
Tom Carty
Production Company:
Gorgeous
Agency:
TBWA Chiat Day
Tom Carty
Production Company:
Gorgeous
Agency:
TBWA Chiat Day
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The yarn needed to interact with the environment and look photo real and this required several weeks of finessing and compositing.
"We worked very closely with the director to get the look and feel of the yarn to match the live action yarn," says Mill 3D lead Nick Lines. "We created our own procedural yarn shader, which allowed us to create 100's of strands of yarn quickly and easily; this gave us the ability to have extreme close ups of the yarn, but also worked well for the wide shots."
3D FX artist Ashraf Ghomiem explains, "The procedural yarn simulator that the team developed allowed us to create any density of yarn strand from the car to any location in 3D."
"The key was to try and think logistically about how the yarn would behave on such a large scale along with designing the composition with thought to where the yarn might have originated from," says 2D Lead Glyn Tebbutt. "Keeping the palette of colours vibrant enough to pop out in the frame yet still natural enough to feel real was our ultimate goal."
This was indeed, inspired performance.
"We worked very closely with the director to get the look and feel of the yarn to match the live action yarn," says Mill 3D lead Nick Lines. "We created our own procedural yarn shader, which allowed us to create 100's of strands of yarn quickly and easily; this gave us the ability to have extreme close ups of the yarn, but also worked well for the wide shots."
3D FX artist Ashraf Ghomiem explains, "The procedural yarn simulator that the team developed allowed us to create any density of yarn strand from the car to any location in 3D."
"The key was to try and think logistically about how the yarn would behave on such a large scale along with designing the composition with thought to where the yarn might have originated from," says 2D Lead Glyn Tebbutt. "Keeping the palette of colours vibrant enough to pop out in the frame yet still natural enough to feel real was our ultimate goal."
This was indeed, inspired performance.
CreditsCredits
Agency
Agency: TBWA Chiat Day
Producer: Katie Johnson
Creative Director: Bob Rayburn
Creatives: Kimberly Ragan, Rebecca Johnson-Pond
Production
Production Company: Gorgeous, Inc.
Director: Tom Carty
Executive Producer: Anna Hashmi
Producer: Marisol Aragon
Director of Photography: Adam Frisch
Editorial
Editing Company: Venice Beach Editorial
Editor: Dan Bootzin
VFX & Design
VFX & Design: The Mill
Executive Producer: Sue Troyan
VFX Producer: Gabriel Libitsky
Shoot Supervisors: Chris Knight, Phil Crowe, Nick Lines, Ashraf Ghoniem
2D Lead Artist: Glyn Tebbutt
3D Lead Artists: Ashraf Ghoniem, Nick Lines
2D Artists: Dag Ivarsoy, Daniel Thuresson, Ben Smith
3D Artists: Lu Meng-Yang, Hartwell Durfor, Jason Jansky, Matt Bohnert, Martin Rivera
Assist: Patrick Munoz
Design: Amy Graham
Art Department: Kevin Flores, Scott Wilson
Shader R&D: Timothy Wernette
Production Coordinator: Benjamin Sposato
Colour
Colour: The Mill
Executive Producuer, Colour: LaRue Anderson
Colour Producer: Natalie Westerfield
Colourist: Adam Scott