For immediate release - January 2009, London, UK.
CONCRETE POST PRODUCED AUDI A4 COMMERCIAL FOR ASIAN MARKET
Concrete
has recently post produced a stylish new Audi
car commercial for Outsider. Advertising agency "21 Plus" based
in Beijing, China commissioned the commercial, which Jorn
Threlfall directed, and Benji Howell from Outsider produced.
Concrete's Senior VFX Artist David Cox was responsible for all
compositing and finishing visual effects that contributed to the
ad's avant-garde style.
In the opening scene of the commercial we see shapes and lines
that are 'painted in light' similar to the effect of long camera
exposures. The outlines then begin to suggest specific contours
of the new Audi A4 and the viewer is slowly and intriguingly
introduced to the new shape of the car. This sequence then
blends seamlessly into live action highlights. The black car was
seductively lit against a black background in the studio
sequence, so that only the highlights were captured. Concrete
had to then devise a solution to reveal a white car. David
achieved this by cleverly using textures from the exterior car
sequence, and replacing the highlights from the studio shoot.
The commercial's finale takes us to a scene where we see the car
being driven through a contemporary cityscape, unrecognizable as
Beijing after the familiar buildings had been replaced and
removed in post using Mistika. The overall feel is one of
isolated beauty as the car travels through the quiet streets.
The outstanding 3D effects in the opening sequence were achieved
using After Effects and XSI 3D Software by 3D Digital Artists
Sajaad Amjad, Sebastian Read and Abi Tomasiewicz at Concrete's
3D Graphics Department. David Cox post produced the entire
commercial using SGO's Mistika. "We spent a good deal of time
perfecting the look of the light streaks. They had to be closely
related to an existing press campaign, yet also be more evolved
in order to work as animation too. The answer lay in building
the complexity of the lines, to mimic the look of "light
painting" where moving lights are captured with time-lapse
photography." David explained. The highlight sequence was shot
in camera, with postproduction then applied to select the best
highlights and control the dramatic "revelation" of the car.
The city sequence was embellished in postproduction to literally
build up the cityscape from scratch and to perfect the details
in the existing scene. The wide shot approaching the city was
created by taking over a dozen different buildings from stills,
then arranging them together and grading them to look like a
distant, misty-night time metropolis which David skillfully
achieved in Mistika. In order to keep the city as generic as
possible, signature buildings were altered with the intention
that the real-world location became less important to the story
and unrecognizable as a specific city anyone is familiar with.
David also removed cars in the distance ahead and oncoming
traffic, to complete the ambiance of the shots. David also
cleverly removed many other objects in the footage such as other
buildings, litter scattered on the roads, signs, lights, shadows
amongst many other elements in order to create an elegant and
polished feel. The view of the visible fabricated city ahead in
the distance comes across as realistic and inviting as the car
moves closer to it. The desired effects were achieved in
post-production by Concrete, resulting in an unforgettable
commercial produced by Outsider.
CREDITS
Advertising Agency: 21 Plus, Beijing, China
Production Company: Outsider
Director: Jorn Threlfall
Producer: Benji Howell
Post Production Facility: Concrete (concretepostproduction.com)
Senior Specialist VFX Artist: David Cox, Concrete using Mistika
3D Digital Artists: Abi Tomasiewicz, Sajaad Amjad & Sebastian
Read
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About Concrete |
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Concrete, set in the heart of Soho's Dean Street, combines the most talented people with the very latest technology to provide the most efficient and creative post solutions. MD David Cox runs the new Concrete, which boasts a broad array of technology. The facility offers impressive six high-end HD and SD compositing suites based around two Smokes, two Quantel eQs and two Mistikas. Concrete provides state of the art editing services based around four Avid Adrenalines and shared storage. Concrete now targets visual effects-based projects across the whole broadcast, commercial, corporate, feature film and music sectors. The video services are complemented by a new 5.1 surround-sound Protools audio mixing suite and voice-over booth. A number of awards have been received along the way including the British Television Advertising Awards. Concrete has also recently just completed high end graphic design and post production work on high profile projects such as a car commercial for Audi in China; Harry Hill's TV Burps for ITV1 and Avalon Television; "Christianity: A History" series for Channel 4 and Pioneer Productions; Richard Hammond's Blast Lab series for CBBC and September Films and many more. Other recent credits include commercials and corporates for Vodafone and Nokia as well as on-air promotions for BBC 24 News. RedBee Media won the US Promax Gold Award for Best News ad Current Affairs Promo for The Equator for the BBC, which Concrete edited. Concrete's recent award winning work includes the KPMG Graduate Recruitment Film for Jack Morton, which won the Best of Festival Award for Corporate Productions, 2008, and the Gold Camera Award in 2008 in LA. Seven outstanding Film Festival Awards were won in 2008 by Crown Business Communications for programmes post produced at Concrete namely, two Gold Camera Awards were received for documentary titled: "Domestic Violence: You Don't Have to Live in Fear" for JP Morgan; three Silver Screen Awards went to "JP Morgan - Risk The Eye of the Storm" and "Aim Higher" and two certificates of Excellence Awards went to the work Concrete post produced for Crown for "JP Morgan: IB - The Beauty's in the Detail" and "JP Morgan: Virtual Traders", all programmes were post produced at Concrete. Visit our website to view our latest projects, house show reel, VFX, Sound and 3D show reels. http://www.concretepostproduction.com |