Snickers "Focus Group"
Channel: Stash Magazine
Date: 2014-04-21

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Tvc :30
Agency: BBDO
Director: JIM JENKINS
Production: O POSITIVE
VFX: FRAMESTORE http://www.framestore.com

James Razzall, EP at Framestore in NY: "The director Jim Jenkins and BBDO both wanted to push the realism of the sharks as much as possible. But there were also fears it could look too scary. We mocked up some ideas for the shark look which also helped us figure out posture and how these things could sit at a table. I think we all felt that once the sharks start talking and animating that the realism of their look would be countered by that and so take the edge off the overall scariness.

"The animation was key. People aren't used to seeing sharks in a human world, so to have them move in a believable manner, while still being bound by their own physiology and perform was a challenge. Although the lighting environment was constant, and quite flat, it threw up challenges to get an interesting look from the sharks. Again we're used to seeing them underwater, so to be in an office environment is very alien. 

"We worked with creating a believable skin texture, while adding reflective details to make them feel slightly wet. On the shoot we took our usual HDRI lighting reference, camera information and measurements in order to accurately recreate the scene in the computer - we also had one of our 'runners' nip down to Canal Street and buy a dead dog-fish. It was a very smelly, but useful on-set reference.

"After 3D worked their magic we had reflections and shadows on the table and the water in the glasses wobbling to sit these huge sharks into the scene. The back plates had a lot of cleanup and we had a huge mirror at the back of the room which appeared in almost every shot, this wasn't necessarily a technical challenge just more work."

For BBDO Creatives: Peter Kain, Gianfranco Arena Producer: Amy Wertheimer 

For Framestore VFX super/lead Flame: Ben Cronin CG Lead/TD: James Dick Animation lead: Shayne Ryan Animation: Seth Gollub, Tyler Heckman, Ben Fox, Alex Horton Lighting: Andy Walker, John Montesfusco, Jesse Flores, Christina Lum, Michitaka Inoue EP: James Razzall

Toolkit Maya, mental ray, Mari, ZBrush, Flame, Nuke



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