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Audi, Magical Mastery

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Audis latest commercial Manipulation is technically brilliant and a remarkable demonstration of the possibilities that lie within the realm of CG....

Audi, Magical Mastery
 Audi, Magical Mastery
 
Audi’s latest commercial ‘Manipulation’ is technically brilliant and a remarkable demonstration of the possibilities that lie within the realm of CG. Glassworks have successfully generated this stunning piece, exhibiting precision engineering, and we are not even talking about the car itself!  The making of this commercial is a true homage to the ‘Audi’ trade name, painstakingly and lovingly formed.   The project  was created by a dedicated team of seven, within the CG and 2D departments of Glassworks’ international facility.
 
Directed by Adam Berg (Stink) the whole process took three months and was undertaken with TK, Flame and 3D.  Working closely with Berg and BBH’s creative team (Nick Kidney, Kevin Stark, Dan Bailey and Bradley Woolf) the team first shot various types of malleable materials that gave good impressions of ‘pushing’ and ‘pulling’ as well as ‘depth’ and ‘pressure’.  The challenge for the expert CG team was to mirror these movements and create the illusion of milling and crafting the separate elements of this great machine out of aluminium.  The initial live action filming was essential for the development of the animation so that, when constructed in 3D, a sense of belief and reality remained in tact to the viewer.
 
‘The challenge was to make this commercial look believable yet still retain a magical element.'   (Misha Stanford-Harris  Managing Director)
 
Attracting a record number of hits to the Glasswork website and YouTube channel it is a brilliant example of ‘anything being possible’ metaphorically and literally.  
 
To view the commercial click on image below

 
 
 
Credits:
Director  Adam Berg
Production Company  Stink
Production Company Producer  Ben Croker
DoP  Joost Van Gelder
Editor  Paul Hardcastle @Trim
Advertising Agency  BBH
Agency Creative  Nick Kidney
Agency Creative  Kevin Stark
Art director  Dan Bailey
Copywriter  Bradley Woolf
Agency Producer  Ruben Mercadal
 
Glassworks team
3D Lead  Nick Smalley
3D  Stephen New
3D  Andreas Bystrom
3D  Roman Kaelin
3D  Jon Bragado
Flame Lead  Duncan Malcolm
Flame assist  Iain Murray
TK Colourist   Ben Rogers
Producer  Misha Stanford-Harris
 
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Genres: Visual VFX

Categories: Automotive, Cars

lbbonline.com, Tue, 29 Mar 2011 16:00:00 GMT