Peach
Hobby home page
liahome
Soundlounge
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Hulk Leaps Into Action in Framestore and Neogama's Explosive Renault Ad

Creative 747 Add to collection

Director Jonathan Gurvit shoots action-packed ad for the Renault Kwid

Hulk Leaps Into Action in Framestore and Neogama's Explosive Renault Ad

International Oscar-winning creative studio Framestore is showing its cross-platform capabilities yet again by bringing the powerful Marvel character Hulk to life on both film and commercial platforms.

The film team in London and integrated advertising team in Los Angeles collaborated on the latest CG characterisation of Hulk for upcoming Marvel Studios releases and Renault’s commercial ‘Renault Kwid.’

"We’ve honed a very tight transition pipeline for film characters into other platforms," says Creative Director Ben West. "The ability to utilise detailed assets with complex rigs ensures we’re meeting the cinematic standard demanded for Marvel projects."


Shot in São Paulo by PBA Cinema director Jonathan Gurvit, the ‘Renault Kwid’ adventure begins as a man imagines what the Hulk would do as news breaks that a satellite is falling towards Earth. Framestore artists brought Hulk to life with his signature leaps and bounds taking him to the top of the Banco Banespa building before smashing the explosive satellite mid-sky.

Famous for his incredible level of superhuman physical ability, Framestore worked to exaggerate Hulk’s strenuous muscle and facial detail. The teams worked closely together to enhance the amount of detail needed in his muscles, including in the rig, muscular weight in animation, textural displacements of veins, lighting art direction to enhance angles, and shot-specific muscle sculpting to refine even further. Other subtle yet essential details of Hulk include peach fuzz on the body, facial stubble and sweat stems.

"Animating characters requires an intimate level of experience and understanding of performance," continues West. "Each character has signature qualities but it's the detail and nuance that brings them to life. Having worked with characters like Hulk over an extended period for film projects, we had a strong foundation to build upon in this regard."

The details of city destruction further accentuate the Hulk’s weight. Framestore enhanced the cityscape of São Paolo to make sure the central Banespa building was in frame as a constant reminder of the imminent fiery satellite.

"These are the projects our artists live and breathe for. We understand the genre and play to its strengths by bringing characters to the screen in a very visceral way," states West.

The commercial is airing domestically in Brazil across TV and cinema. Framestore collaborated directly with Marvel and their Disney partners in Brazil to create the commercial. Ad agency Neogama concepted the commercial.

Other recent Film and Integrated Advertising collaborations by Framestore include ‘Fantastic Beasts and Where to Find Them’ film and virtual reality experience, as well as Marvel Studios’ Guardians of the Galaxy: Vol 2 film, commercial campaign and amusement park ride.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Offline

Edit Assistant: Jake Keller, Alexandra Wysota

Editor: Humberto Reynaga

Creative Agency

Creative Agency: Neogama

Post Production / VFX

Animation: (Lead) Shayne Ryan

CG Supervisor: Kevin Baker

Colourist: Beau Leon

Compositor: (Lead) JD Yepes, Tim Gutierrez, Josh Guillaume, Alex Unruh, Alejandro Villabon, Kingsley Rothwell

Concept Artist: Daniel Demirdjian

Creative Director: Ben West

FX Lead: Nate Usiak

Post Production Company: Framestore

Producer: Morgan MacCuish

Shoot Supervisor: David Hulin

VFX: Michelle Lee, Arrev Chantikian, Viviana Mora

VFX Supervisor: James Healy

Production Company

Director: Jonathan Gurvit

Production Company: PBA Cinema

Animation

Animator: Kevin Rooney, Jessie Wang, Xavier Coton, Stew Burris, Evan Harbuck

Rigging Director: Wade Ryer

Genres: Visual VFX, Action

Categories: Automotive, Cars

Framestore, Thu, 03 Aug 2017 08:29:08 GMT