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Limited Edition Hollywood Issue print ad and 2.5D motion graphic video to celebrate the Oscar season, sponsored by Fiat.
Shot by frequent collaborator Andy Glass, this production took place at Universal Studios in LA with shoot consultancy, CGI, motion graphics and Retouch by Taylor James. 2.5D motion graphics was used as a cost effective alternative to shooting motion and gave a rewarding and eye catching outcome.
The ad was conceptualized by The Richards Group and with photographer Andy Glass on board, they came to us to bring the composition of the action-packed movie style car chase scene to glossy perfection. Shot on a Universal backdrop, the scene features the hot pursuit of a glamorous thief escaping a heist through a small Italian street. A one-time-only gatefold in the magazine’s iconic Hollywood issue ties in with the Oscars, sponsored by Fiat.
We then led the motion production to create a 2.5d piece as an exploration of what we could do with the still environment. The key requirement for any 2.5d camera mapping is to break the shot down into lots of layers. Having 3 cameras synced on this project allowed for a much wider field of view and gives lots of material to rebuild the projections and allow for a more extreme camera move.
We created a digital pre-viz of the location, removing the need for a technical recce/scout. Our digital sets pull location data from many different sources, allowing us to accurately reconstruct a scene to precisely represent scale, topology, altitude, time-zone and sun positions. This is a very quick process that can save many hours for the photographer and crew on the shoot day.
This information allows the photographer to determine the most optimum shoot position and time of day, to avoid intrusive shadows and to establishing set dressing requirements for the props department. All crop formats can be checked, along with any animation tests for digital content.
The shoot schedule was clearly defined in advance with the confidence of having client approval, enabling all the requirements for the digital content to be captured on a single day.
Following a 1 day shoot, we delivered a striking double page spread as well as a fun video to bring a cohesive message to Fiat’s sponsorship of the Oscars. This is a great example of how using photography, pre-visualisation skills and post-production allows us to efficiently blend multiple disciplines to produce the highest quality images. It is this type of creative management from concept to completion that ensures the success of a multi channel project.
Through decisive and creative problem solving, production issues and budget constraints can always be overcome. And with our creative and technical skills and the complete production delivered under one roof, we gain efficiencies that can be passed along.
The final artwork ran across Vanity Fair magazine, supporting festival publicity and digital media.
