3D fish at heart of new British Heart Foundation campaign
To celebrate it’s 50th anniversary the British Heart Foundation launched its Mending Broken Hearts Appeal today with two 40 second TV spots & innovative integrated marketing Campaign. Created by advertising agency Grey London and Academy Award nominated director Daniel Barber, both commercial have hero CGI fish with the second ad in the campaign featuring the zebrafish talking and explaining how he can help people ‘mend broken hearts’.
The animated fish was created by award-winning post production house, Finish. To produce a photo realistic talking fish for the commercials and press campaign, Finish bought real zebrafish which are now resident in their offices on Wardour Street. This allowed lead 3D op Harin Hirani to obtain hi-res stills, video footage and animation references to create the model of the fish. Harin said today; “Working on the zebrafish was a challenging and enjoyable experience. Even though they are so tiny in nature I was amazed at how complex and detailed their surface anatomy is”.
The ad was shot at the London aquarium. Jason Watts, lead 2D op on the project worked closely with Harin and Sally both through the animation stage and for the final compositing and look of the commercials.
The speech and movements required of the fish were introduced carefully so it retained its believability as a fish. The result is a beautifully crafted piece of life-like animation.
Daniel Barber, director of the BHF spots said today; “When the script for the British Heart Foundation arrived from Grey, I knew immediately it would be a real challenge to combine great performance and great post production. Finish are rare talents; I knew immediately they were the go-to company. The ad is testament to what can be achieved with great post production, and a little direction from me!”