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Finish carry out post for SIRE

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Finish carry out post production on hard-hitting "Marked for Life" campaign for SIRE and 180 Amsterdam.

Finish carry out post for SIRE

Everyone knows separation and divorce are difficult for everyone involved, however in the heat of the moment parents sometimes say things that can have serious long term effects on children.

SIRE (Foundation for Idealism in Advertising) and 180 Amsterdam have made this campaign to create a new awareness about divorce, and just how harmful the effects of a 'bad' divorce can be for children. Also how these effects can last for the child's entire life, shaping their behaviour and experiences in years to come.

The campaign is called "Marked for Life" and it shows how the words you say in divorce can leave a mark forever. The TV, print and website portrays young children marked by tattoos that repeat the words they overheard during their parents' conflicts.

Finish carried out the post. Each tattoo had to be carefully composited and layered into the skin in post production to add the reality required whilst ensuring the tattoos tracked with the children’s skin as they moved on screen – a tricky job!

Paul Wilmot from Finish, the Lead Op on the project says:

“The campaign is visually hard-hitting and I had to make sure the tattoos themselves looked tough and permanent to convey the depth of the idea. In one scene where the new tattoo is being drawn on, I needed this to look visually different from the others – newly inked so much more raw and painful. It was a great campaign to work on and the finished ads look fantastic.”

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Genres: Visual VFX

Categories: Clothing and Fashion, Charity

Freefolk, Mon, 16 May 2011 16:00:00 GMT